Go to Market with Discipline - New Hope Network...Stay relevant via new items •Market directly to...

Go to Market with Discipline & Confidence

SEPT 12 | 2018

Michael Movitz

The Movitz Group

Go To Market Like a Pro

Expo East Business School Baltimore, MD

September 12, 2018

We help early stage brands

raise capital and build revenue.

THE MOVITZ GROUP, LLC. | 847.461.3235 | WWW.MOVITZGROUP.COM

© 2018 THE MOVITZ GROUP, LLC. ALL RIGHTS RESERVED 3

Go To Market Disciplined, Strategic Framework

Finance & Operations Strategic Guidance

Investor & Financial Network

Market Research/Data Expertise & Resources

Subject Matter Expert Ecosystem

• CPG Business Strategy

• Strategic Finance & Operations

• Consumer & Shopper Insights

• Data Analytics

• Corporate Social Responsibility

Strategic Partnerships

• E-comm Management, Branding/Design, Etc.

Thought Leadership

Investor Portfolio And Diligence Support

Mission: Facilitate the transformation of the food system.

Michael Movitz

Founder & Managing Partner

28 Years in Natural Products Industry

Retailer

Broker

Manufacturer

Market Research

Advisory

Business Model

4

Pathway

(Commerce)

Promoti

on Pricing People

(Consumer)

Productio

n

Product

Purpose

Brand Prosperity is a Lot Like The Root System of a Tree


© 2018 THE MOVITZ GROUP, LLC. ALL RIGHTS RESERVED

5

Purpose

A purpose is not the market need a product fills, nor the market opportunity, nor profits.

These are means to an end, or a result.

Purpose defines who you are and why people trust and value you, advocate for you,

and spend their money on you.

The Golden Circle by Simon Sinek

1. Why you exist, your reason for being

2. Policies & actions to achieve your purpose

3. Stakeholder identification & needs

4. Threats & opportunities related to your purpose

5. Branding & messaging that reflects your purpose

6. Will your purpose resonate with your target consumer? The trade?



6

Product Strategy

1. Market Gap Being Addressed

2. Design to Nuanced Consumer Use Occasion(s), Need State(s)

3. Build a platform, not a product

4. Merchandising Location

5. Nutritional Profile, Nutrient Emphasis/Features

6. Attributes

7. Flavor Profile

8. Label Claims



Strong positioning begins with clearly articulating the need your brand or product

addresses. Build a platform, not a product.

7

Production Strategy

1. Ingredient Sourcing

2. Formulation

3. Processing Level

4. Preservation

5. Packaging

6. Certifications

There are many ways to produce and package a product. Choices for raw material inputs,

processing, preservation, and packaging materials & design all

impact positioning & innovation perception. Think outside the box.



8

People (Consumer) Strategy

1. Who Is My Target Consumer And Why?

2. How Do They Shop For My Kind Of Product?

3. Confirm With Data And Research

Know your consumer profile, needs, habits & drivers better than you know your brokers,

distributors or retailers. Make consumer-centric decisions instead of company-centric

decisions.



9

Strategies Based on Consumer Purchase Dynamics

High Buy Rate

Low Buy Rate

Low

Pe

ne

tra

tio

n H

igh

Pe

ne

tratio

n

Increase Buyers

• Increase Awareness: Advertise/feature/display.

Focus on a few big events • Encourage trial: coupons, social media, tell a

friend offer, trial sizes • Introduce new items or campaigns to targeted

new consumer segments

• Keep your brand visible in-store with regular

feature/display support • Use social media to encourage heavy user

interaction with your brand • PR, Event sponsorships • Stay relevant via new items

• Market directly to existing buyers, e.g.,

email, facebook • Find new buyers where product users

congregate – e.g., websites targeted to

gluten free • Focus on building market share and loyalty

within the niche

• Create and market new product usage

occasions. Consider things like special use

packaging (i.e., on the go) • Leverage Multi-pack, Bogo, bonus pack

• On-pack coupons

Drive Deeper Engagement

Niche Opportunities Increase Buy Rate



10

Pathway (Commerce) Strategy

1. Where To Sell

2. How To Sell

3. Merchandising Strategy

4. New Product Timing

5. New Account Timing

6. Seasonal Considerations

7. Resource Constraint Identification

People shop everywhere. Should your product be available everywhere? Use discipline

with an eye on positioning, people, pricing, and purpose to prioritize selling outlets &

introduction timing.

Food

Trucks

Hospitality Fast

Casual

Brand’s

Own Web

Site

Specialty

Retail Warehouse

E-Comm

Pure Play

(Amazon,

Jet,

Chewy)

Traditional

Brick &

Mortar

Concession/

Kiosk

Meal Kits Micro

Markets

Corporate

Campuses

Uber Coworking

Space



11

Pricing Strategy

1. Value Equation & Brand Position

2. Competitive Landscape/Benchmarks

3. Channel Considerations

4. Margin Requirements

Pricing is a strong influencer of demand, as well as of perceived value, and directly

correlates to profitability. Pricing is not just margin or competition based. The goal is

(1) the right price (2) at the right time (3) in the right place (4) to the right consumer target.



12

Promotion Strategy

1. Know The Retail Trade Game

2. Consumer Marketing Plan

3. Sampling & Events

4. Influencers

Think/act beyond discounts, samples, and social media. Promotions are how your brand

expresses itself. Being transparent, open & honest are vital to a trusting,

healthy & sustainable relationship – personal, business, and consumer.



13

Bonus: Plan to Measure

1. Data

2. Key Performance Indicators (KPI’s)

3. Benchmarks

4. Stakeholder access

What Gets Measured, Gets Managed



14

Where should I focus my resources?

1. Product Taste/Efficacy Taste/Function Rules. Trial Is Not Sufficient.

Repeat Purchases = Sustainability

2. Consumer Champions Advocates = Influence

3. Velocity Proof = Confidence

Units Per Store Per SKU Per Week ( U/S/S/W )

Law Of Diffusion Of Innovation

AKA, Consumer Adoption Curve



15

Pathway

(Commerce)

Promoti

on Pricing People

(Consumer)

Productio

n

Product

Purpose

Nourish All Roots Of Your Tree To Harvest Abundance

Start Where You Are



THE MOVITZ GROUP, LLC. | 847.461.3235 | WWW.MOVITZGROUP.COM © 2018 THE MOVITZ

GROUP, LLC. ALL RIGHTS RESERVED 16

The Movitz Group, LLC.

250 Parkway Drive, Ste. 150

Lincolnshire, IL 60069

(847) 461-3235

www.MovitzGroup.com

Go to Market with Discipline - New Hope Network...Stay relevant via new items •Market directly to...

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