You have a good product. Now what?
I help food and product businesses decide what to offer, who it’s for, and how to bring it to market.
I help businesses reveal what makes their products different, why that difference matters to customers, and how to turn it into a stronger market position and go-to-market strategy.
That can mean a lot of things, but primarily it’s about understanding your competitive alternatives, identifying your best-fit customers, and defining what makes them need your product. Then we shape your pricing, packaging and product offers around what customers value and what makes commercial sense for your business. We will be sure to choose the markets, channels and route to market that fit your products, then establish the priorities for a successful launch, re-launch or expansion.
SAMPLE WORK
Premium Seafood | Product Strategy & Commercial Viability
The business brought me in to grow sales of a premium seafood product. As I examined customer buying behavior, product economics, and purchasing occasions, I found a broader opportunity: better align the offering and go-to-market approach with what different customers needed.
I translated those findings into changes to product configurations, pricing, and the broader commercial approach. The result was a stronger proposition for additional customer segments that preserved the product’s premium positioning.
Seafood | Competitive Positioning & Go-to-Market
I worked with seafood businesses that had quality products but hadn't clearly established why customers should choose them over competing alternatives.
Through competitive research, I identified an opportunity to position the product through its exceptional quality and the trust associated with a family-run business.
I developed a premium brand identity, including the logo, and launched an e-commerce website designed to reinforce that positioning throughout the buying experience.
The result was a cohesive premium brand and online sales channel that communicated the product's distinctive value to its intended audience.
Home Services | Customer Segmentation, Positioning & GTM Strategy
I worked with a multi-mlllion dollar garage door company serving both residential and commercial customers in a competitive market. Through competitive research and an evaluation of its customer audiences, I identified an opportunity to strengthen the company's positioning by communicating differently to each segment.
A workmanship guarantee provided a meaningful point of differentiation, but residential homeowners and commercial buyers had different priorities and reasons for choosing a provider.
I helped develop a more targeted positioning approach that emphasized the company's value in ways relevant to each audience, rather than relying on a single message for everyone.
Initiate a productive dialogue like these fine folks did.
Launching something new, entering a new market, or rethinking an existing offer? Tell me what you’re working on to see if we are a fit.
