Product Launches & GTM
Product Launches & GTM
Explore the strategies, innovations, and meticulous planning that brought impactful products to life, driving growth and exceeding expectations.
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Leveraging Insights to Drive $14M: Organic + Premium
Leveraging Insights to Drive $14M: Organic + Premium
A Berry Big Launch:
I led the charge on Driscoll's very first Organic + Sweetest Batch™ product – a real game-changer in the blueberry world. We rolled out these little gems in over 100 Whole Foods locations nationwide, and the results were, well, blue-tiful! We generated $14 million in revenue and commanded a 132% price premium compared to your average blueberry.
The Secret Sauce: Understanding Our Customers:
We listened to our customers. We dug deep into what made them tick when it came to buying blueberries, and we discovered they craved two things: premium flavor and organic goodness. Armed with this knowledge, we crafted a compelling value proposition that hit the sweet spot.
Making the Case (and the Berries):
Before we could launch, we needed to get everyone on board. I built a rock-solid business case, presenting the incredible growth opportunity to our Product Leadership. They were convinced, and we were ready to roll!
From Vision to Fruition:
Next up, the nitty-gritty: developing a comprehensive product strategy. I laid out the vision, the positioning, the target retailer (Whole Foods, of course!), the pricing, placement, and promotion strategy – the whole shebang.
A Team Effort (Because Berries Taste Better Together):
Launching a product like this takes a village. I led the go-to-market plan, making sure all our teams – Product, Sales, Marketing, Packaging, and Customer Success – were perfectly aligned and working together like a well-oiled, blueberry-producing machine.
Spreading the Blueberry Love:
Finally, we needed to get the word out. I worked closely with an external agency and our Brand Marketing team to develop a killer messaging strategy. We created impactful in-store materials that would grab shoppers' attention and make them crave a taste of our Sweetest Batch™.
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