Frothin' Honey
Founded and developed innovative CPG startup with whipped honey in aluminum tubes, conducting extensive market research and building comprehensive brand and go-to-market strategy.
Challenge
Honey aisle = commodity jars; little brand differentiation. International whipped honey demand suggested whitespace in U.S. premium retail. The challenge was creating a differentiated product that could command premium pricing in a commoditized market.
Solution
Aluminum tubes + bold colors = discovery + premium justification. Packaging becomes the primary differentiation and brand strategy.
When sampled, consumers love it and pay more → lead with sampling + UGC to drive conversion and word-of-mouth growth.
Start DTC + premium grocers; scale via retail proof. Build brand equity before competing on traditional retail metrics.
What I Did
Field Research
>50 vendor visits; repeated sell-out & high satisfaction signals. Conducted extensive market research to validate demand and positioning.
Brand & Packaging Strategy
Defined brand pillars, packaging rationale, ICPs, usage occasions. Created comprehensive brand strategy centered on tube innovation.
Staged GTM Planning
Built staged GTM: sampling → content → premium retail pilots. Developed systematic approach to market entry and scaling.
Results
Problem/Solution Fit
Sell-out anecdotes; strong WTP in field tests
Differentiation
Tube + color system stood out in aisle
Decision
Paused after incubation learnings (focus discipline)
Artifacts
Pitch Deck
Complete pitch presentation covering market opportunity, product strategy, and go-to-market approach
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