Novel D2C Pet Food Value proposition with leading FMCG

Develop a new Direct-to-Consumer (D2C) value proposition for pet food in France and Switzerland. Over a period of 8 weeks, I played a key role in various aspects of the project, including value proposition and product modeling, building an e-commerce platform with a new brand separate from the corporate FMCG, conducting agile testing in two markets, and validating the willingness to pay for the new product. The project's success was driven by data-driven decision-making, ultimately leading to the green light for the next stages of product launch.

Value Proposition and Product Modeling: During the initial phase, I worked closely with cross-functional teams to develop a compelling value proposition for the new pet food product. Product modeling allowed us to outline key features, benefits, and differentiators, ensuring the offering met the specific needs of our target consumers.

E-Commerce Platform Development: I led the development of a user-friendly and visually appealing e-commerce platform that showcased the new brand distinctly from existing product lines. This platform provided a seamless shopping experience to our customers, promoting brand loyalty and user engagement.

Agile Testing in Two Markets: To assess the product's market fit, we conducted several cycles of agile testing in two different markets. This approach allowed us to gather real-time feedback from diverse consumer groups, enabling us to make iterative improvements and optimize the product before its full launch.

Validating Willingness to Pay: One of the critical objectives was to validate consumers' willingness to pay for the new pet food product. Through targeted surveys and market research, we gained valuable insights into pricing preferences and consumer behavior, helping us fine-tune our pricing strategy.

Data-Driven Decision-Making: Throughout the project, I emphasized the importance of data-driven decision-making. By analyzing and interpreting the data collected from various stages, we could confidently conclude that the product was ready for the next stages of launch.

Developed a compelling value proposition and product model that catered to the specific needs and preferences of the target consumers.

Successfully built an e-commerce platform that showcased the new brand and provided a seamless shopping experience.

Conducted rigorous agile testing in two markets, enabling us to refine the product and optimize its market fit.

Validated consumers' willingness to pay through targeted surveys and market research, ensuring an effective pricing strategy.

Employed data-driven insights to confidently conclude that the product was ready for further stages of launch.