Impossible Burger Assignment: Podcast PDF

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Summary

Podcast with Impossible Burger owner Pat Brown, who gives insights on the business and his workings. There are questions based on this to be answered...

Description

1) Who is the primary Target Market for Impossible Burger? - The primary target market for the impossible burgers are hard core meat lovers and consume meat for the flavour and aesthetics of it. Pat Brown wants to target and switch people into eating the plant-based meat impossible burgers is making. It is targeted at someone who would rather buy the animal version of the burger. It is still targeted at burger lovers and not at people who are looking for per say ‘healthy food’, however, it is a better alternative to consume than meat, since it has same level of protein-bioavailability and iron-bio-availability. It is also targeted at people who have turned vegetarians or vegans, but would still like to enjoy the flavour chemistry that meat offers. 2) Was the designated Target Market surprising? Why or why not? - The designated target market was surprised when the plant-based product was introduced. Hard-core meat lover and celebrity chef David Chang, who once removed all vegetarian options from his menu said “his mind was blown” and added the impossible burger to its menu. It allowed chefs to possibly be creative and use their skills uniquely with the product. Pat Brown’s sister was so surprised that she cannot believe and does not eat it because of the extremely similar texture and flavour profile impossible burgers offers. Glenn Beck said “This is great, can’t tell the difference”, all in all people were in awe of the product when it launched. 3) What else did you find interesting in the podcast? - I found the compassion of Pat Brown and his vision to create change in the world very appealing. What I infer from the podcast, is the similarities between how an entrepreneur thinks and how a scientist thinks. Both of them first identify a problem, which Pat Brown initially researched upon the finding the most urgent and relevant problem the world is facing. Then, both of them try to find solutions for the problem, since he identified the environmental catastrophe in the production of beef and increased greenhouse gas emissions because of it, he wanted to come up with a possible solution for it – which led to the creation of his brainchild “Impossible Burgers”. They, then get into the technicalities of the it. Brown, with his background as a biochemist knew somewhere that it is theoretically possible to create the same molecular technology of meat using plant sources.

Entrepreneurs and scientists, then go deeper into the project by researching about the product/service and market research. He did this by finding plant sources of the same molecules like in beef and then gave to chefs for feedback and moving towards launching the product. His aggressive tactics and fearlessness to try new things is very interesting. His ideology of “betting on your own success” is something that is definitely going to stay with me as a budding entrepreneur....