Reinventing Natural Deodorants with Agile Innovation
These startups excel in authentic storytelling and agile marketing while our client was not yet experienced in a ‘test and learn’ type of venture building.
Bloom Partners was asked to implement an agile prototyping and launch process and test product acceptance through online prototyping of various propositions and price points.
The Approach.
We opted to conduct a blend of online attitudinal studies alongside testing digital prototypes.
1. Concept Review and Scoping:
We reviewed the existing product concept and gathered qualitative feedback through in-depth interviews and home visits. Three potential core targets were identified, and the value proposition was optimized in collaboration with the PL supplier and a creative agency.
2. Implementation of a Test and Learn Approach:
To speed up the go-to-market, we jointly developed a process to test the value proposition, imagery and a potential price point on a real website. Based on different design directions that were tested with different versions of social media campaigns (attracting several thousand people to the offering) we were able to further sharpen the target group and the proposition.
3. Rollout Plan and Venture Building Support:
The Bloom team assisted in launch preparations, including product registrations, finding the right 3PL, brand registrations, and partnering with specialty online retailers. Leveraging our startup experience ensured a comprehensive approach to the direct-to-consumer product launch, a novel undertaking for the existing organization.
The Impact.
New digital services accelerated to launch within a 6-month period.
We established a new agile product development and go-to-market approach as a prototype for other new products to be developed.
Innovation and marketing team profited from new market research, testing and new agile methods in their daily work.
Visibility of new business model success was raised internally and externally.
A sense of urgency and commitment to digital transformation as a top priority was established in the company.
