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PRODUCT <> MARKET FIT​ eB2B & eB2C

Go To Market

Distribution

Portfolio Management

Channel Conflict

Context

Do we need to play with eB2B, if yes Why? How? When? Where?

Action Steps

Approach

Broaden perspectives of key leaders & enable building an organization vison that helps leverage :

eB2B as a distribution complement/multiplier creating value.​

eB2C as a growth multiplier that delivers both sales & brand edge at reasonable costs.

Sprints; ​

Discovery: Understand what is being sold, where, and rates of sales – Value, volume, productivity, etc.

eB2B work - Create a give <>get model to leverage eB2B as a distribution multiplier.

eB2C work

Piloting, tweaking & codification of game plan for scaled execution.

  • Areas where the current distribution system is not creating enough value; Surgical identification of District X Brand /Pack combination where eB2B could create distinct incremental value.

  • Areas of sufficiency where some goodies can be shared with eB2B.

  • Deep dive into growth & profitability drivers <> drainers.

  • Playbook detailing – Where to play, How to win & what to execute.​

  • Double clicks & details on the differentiated play by sub-category X customer.

Results, Impact & Status

New eB2B GTM in place ;

  • Negotiations & agreements done.​

  • Phase 1 testing done, scaled execution progress.

  • Phase 2 testing in progress.

eB2C play

  • Creative use of spending to build sales ( promo $s) & brand ( explainers, new products, brand store, etc).

  • Net costs in line with ROI expectations.

  • Model for sustained profitable growth in place.​

 f2w - is a 360° model that delivers the perfect right product <> Market Fit & vastly enhances success rates of high-stake new launches.

Case Studies

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