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Our approach

• Identified who their current super users are, based on existing data and in-depth interviews with existing customers
• Better understood their super users’ needs and how the product solves a problem for them
• Identified the opportunity in the market of focusing exclusively on similar types of personas
• Explored new sales channels, such as B2B
• Identified optimal content approach for triggering the updated persona
• Tested subscription model on different personas
• Identified the opportunity of developing a focused, laser-targeted marketing approach without TV, thus increasing efficiency
• Realized how efficient they were when working together (Business Development / global & Activation in the market)

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The result

• A new, updated business model with lower volume projections, but higher (positive!) ROI due to increased average consumption of tea capsules per user
• Updated Target Audience description
• New marketing communications strategy with more focus on digital and less on TV (lowering costs-of acquisition with 80% as a direct outcome of the accelerator efforts)
• New way-of-working identified and committed to, stimulating rapid testing and validation of assumptions

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