1. BYO Bring Your Own
Alternate Distribution Models
Dr. Augustine Fou
Tom Cunniff
January 14, 2013

2. Executive Summary
“Water is by far the heaviest and most
voluminous component of many CPG
products – thus representing the largest
portion of shipping costs. Allowing
customers to BYO (bring your own) water
can change the game entirely for CPG.”
- Dr. Augustine Fou
-2- Augustine Fou

3. Crystal Light vs Vitamin Water
vs
Crystal Light drink mix means that water, which
makes up 99% of the weight and volume does not
have to be shipped.
-3- Augustine Fou

4. Distilled Water Vending
Many stores now offer bulk distilled water vending
machines; users bring their own containers to refill.
-4- Augustine Fou

5. Growler for Microbrews
Bars, microbreweries, and specialty retailers are offering
refillable growlers for specialty and seasonal brews.
-5- Augustine Fou

6. Minikegs
Refillable draught kegs reduce single container
materials, packaging, and shipping.
-6- Augustine Fou

7. SodaStream
Refillable CO2 canisters and customers’ BYO water;
soft drink makers could sell mix-at-home syrups.
-7- Augustine Fou

8. So What?
“Reduced shipping costs help brands
deliver greater value, while meeting
consumer (and retailer) demand for
greener, more sustainable practices.
Everyone wins, including the planet.”
- Tom Cunniff
-8- Augustine Fou

9. Dr. Augustine Fou – Chief Digital Strategist
“I analyze trends and advise
clients on getting out in front
of them, rather than be a
victim to them.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
@acfou Augustine Fou

10. Tom Cunniff – Chief Digital Strategist
“I help clients penetrate the
dense digital fog to identify
new opportunities rooted in
genuine consumer needs.”
CHAIRMAN, ANA DIGITAL COMMITTEE
FORMER GLOBAL DIRECTOR OF INTERACTIVE
COMMUNICATIONS, COMBE INCORPORATED
CLIENT SIDE / AGENCY SIDE EXPERIENCE
ENTREPRENEUR / SMALL BUSINESS OWNER
CREATED FIRST CPG WEBSITE IN HISTORY
MediaBizBloggers: http://www.mediabizbloggers.com/tom-cunniff
LinkedIn: http://www.linkedin.com/in/tomcunniff
@tomcunniff Tom Cunniff

11. Related Slideshares
Diginnovia - Innovation in the Digital Age
By: Augustine Fou, October 23, 2012
Do Different: Experiential Marketing
By: Augustine Fou, October 22, 2012.
Innovation Old and New
By: Augustine Fou, January 9, 2013.
- 11 - Augustine Fou