Introduction
Sam Goodwin works for Angels Ltd., a successful venture capital firm for over fifteen years. Sam Goodwin and the other investors are too busy to thoroughly analyze the proposals that come in; therefore they created a screening agent position to help narrow requests down to those that fit best to their requirements. Sam Goodwin currently has three proposals he thinks may have great potential. Through this case study I will use the SWOT analysis to help Mr. Goodwin determine which proposal is best for Angels
Ltd.
Forever Fresh Milk SWOT Analysis
The first proposal is Forever Fresh Milk a not so very new product, but focused mainly on the changes in the packaging. The strengths to this idea are that humans have been drinking milk for centuries. Milk is also one of the items most purchased in grocery stores. The advantage of Forever Fresh Milk comes from its packaging. Forever Fresh
Milk comes in aseptic packaging that allows the milk to be stored for months and only until opened does the milk need to be refrigerated. Furthermore, the weaknesses to
Forever Fresh Milk it has been available only three years. Its limitation on distribution and focus has mainly been in areas in the U.S. where consumers may still have difficulty getting to a supermarket on a regular basis. The opportunities that Forever Fresh Milk may offer is that it is largely promoted as an emergency supply to keep in hand in case of bad weather. Forever Fresh Milk feels that with the proper promotion the product could have a much wider consumer acceptance. Refrigerator space is the most expensive for both the supermarket and the homeowner, but Forever Fresh Milk has mainly been packaged in smaller containers than the typical half-gallon or gallon containers. Part of

the reason for this size packaging is that it is widely and readily available, and it allows for more compact storage. This would allow both the storage owner and the consumer to reduce the amount of refrigerator space devoted to milk storage. The threats that it may encounter are that the milk industry in the U.S. has been suffering from declining sales for over a decade now. Sales last year were approximately 6.94 billion gallons of milk.
Forever Fresh Milk sold approximately 2 million liters of milk. Its price is about 5% higher than regular refrigerated milk because of the higher cost of packaging. However,
Forever Fresh Milk feels that once the stores and homeowners are aware that they are able to save more than that in energy costs, then its true price would actually be slightly less. Possible Alternatives
Forever Fresh Milk mentioned that with the proper promotion, the product should be a hit. Though milk is not a new item, it is an item that will always sell. Packaging is an important factor on how to represent the item, and in this case, this is what Forever Fresh
Milk has very carefully focused. Alternatives with its promotion can represent the following: it’s an emergency supply item and provides extra storage. It is highly important to let the consumers know that as long as the milk container has not been opened it may be stored outside the refrigerator. Therefore, is a great item to store just in case of emergencies. In addition, supermarkets may also save storage and money by placing the milk somewhere else than in the refrigerator.
Visual Distortion SWOT Analysis
The second proposal is something really unique; it’s a product for chickens.
Visual Distortion are contact lenses for chickens. The strengths of this product are that

these lenses are made of hydrophilic polymer; the same plastic used for human extended wear soft contact lenses. The lenses are able to stay in the eye for the full twelve-month period that is normal for the laying life of a chicken and causes no irritation to the eye.
From about 8 weeks old, until they reach sexual maturity, chickens work to establish a peak order. The strongest, most dominant birds peck on the weaker ones, sometimes killing them in the process. Though this fact may be unfortunate for the chickens, it may be good news for us, so that it may give us the chance to come up with an idea, like the
Visual Distortion, and invest in it. Moreover, the opportunities of this product is that the process of putting the lenses into the eyes of the chickens takes about the same amount of time and individuals as the debeaking process, but there is a significantly less stress to the chickens. The most commonly used method is the debeaking of the chickens when they reach about 20 weeks old. This process caused stress to the chickens, which resulted in lower egg production, and was an added expense. However, the weaknesses and threats to this product is the price is $.08 per pair of contact lenses. This represents an incremental cost to the farmer per chicken on a relatively low profit producer. The cost of feed per dozen eggs is about $.26, the chickens cost about $54 per 100, total wholesale costs per dozen eggs are running about $.63 a dozen and the retail price of eggs is frequently not much more than $1.00 a dozen. So even a few cents per dozen eggs can make the difference between a profit and loss.
Possible Alternatives
Just like milk, eggs are one of the items most purchased in stores; perhaps raising the price on eggs may help make up the losses for the framers. The advantage of today’s generation is that we are now more aware where are food is coming from and how our

food is treated. It is highly important to educate consumers about the product(s), therefore letting consumers be aware of the new adjustments being made to the chickens, will possibly have an impact overall on sales. We are currently on an “organic, healthy and natural” trend. Consumers may possibly be pleased knowing that the chicken he or she is eating lived a stress free life. A stress free chicken is a healthier chicken.
Lightwaves SWOT Analysis
The third and final proposal is a product that will be utilized in the kitchen. It’s a new type of oven for cooking, but instead of a normal oven or a microwave, it uses light.
The strengths to this product are that the lights for the oven were special halogen bulbs that generate intense heat. This feature allowed the oven to cook food up to eight times faster than a conventional oven. Although the oven used a great deal of power, the benefit is that it requires no pre-heating and it is in use for a much shorter time than a conventional oven. This new oven does have the unique ability to switch from light cooking to microwave cooking, so it is like getting two products in one. However, the weakness to this product, as with a conventional oven, consumers must use cookware that could withstand heat and must be very careful to use a hot pad or oven mitt when getting the cookware out of the oven. One of the drawbacks to this oven is its energy usage. The current model needs 240-volt outlet. Most older homes do not carry 240-volt outlets, and new homes may carry 240-volt outlets, but only 2. Also, the oven was rather shallow so no large items, like turkey or large roast, ca fit in the oven. In addition, the opportunity to this product is that the firm did come up with a similar product that could be plugged into a regular household outlet, but because it could not draw as much power it would not be able to cook as fast as the 240-volt model. Furthermore, the threats to this product are that

the current model retails for about $1,500 and the new model should be about $850 when it becomes available. The oven looks like a large microwave oven, but owners must be careful about which method of cooking they are using or they will seriously burn by thinking they were using the microwave function and did not use protection when retrieving their items from the oven.
Possible Alternatives
Home appliances is a tough market, there are too many items that are alike. In order to be successful in this market, we must be introduced to a completely new design.
This design must teach us that we need it in our home. Electricity is expensive and coming across a 240-volt outlet is not easy. Though many Americans have a fast paced lifestyle, many are still under tight budgets. Perhaps going with the model that can use the regular outlet would be the best direction to move forward with this project. Thought it is not as fast as the 240-volt model, it is still fast than using a microwave oven.
Conclusion
All three proposals have great potential, but after careful analysis the Visual
Distortion is the best project. It is completely new and it is very beneficial to the farm owner and consumers. At $.08 per pair of lenses may be to a little high, the farmer must take into consideration that the debeaking of the chicken causes a 25% of chicken losses and in addition, due to their short beaks the farmer must spend more on food it eats.
Therefore, choosing a different alternative, like the Visual Distortion, will most likely decrease the percentage of chicken losses and the farmer will spend less money on food.
As for Angels Ltd. this project will make profit within its time requirements.