What we did: With a mission to develop dramatically better products that redefine the most important attribute in their category, our client, 4moms, hired GrowthWorks to ultimately deliver a future roadmap and pipeline of new, and dramatically better products. We grounded our idea generation and concept development efforts by laying out a future demand map that aligned both current consumer needs and functional benefits sought with future market disruptions and white spaces – giving rise to rich territories of opportunity. This map led to the creation of four innovation platforms that informed and inspired all idea creation.
Results: An extensive list of 200+ seed ideas were generated during ideation. Those 200+ seed ideas were prioritized, narrowed down, combined, and further shaped into 13 different trigger concepts (each of which had 1 - 3 executions). The top 9 product concepts emerging from our qual efforts were further validated via quantitative testing, demonstrating future promise in the category with all 9 scoring near or above thresholds of success. Our in-depth assessment of each concept led to detailed learnings that will expand 4moms’ future product success and reach.
What we did: We analyzed the client’s ecosystem – system by system, activity by activity – to understand the drivers of change. We combined those learnings with the identification of significant trends and new products in the horizon to forecast where the market is going.
Results: Identified 6 major Otter Products-specific disruptors that informed of clear innovation paths that address specific consumer benefits and can guide where the brand could target future innovation efforts. These disruptors define where to play by presenting broader areas of opportunity for longer-term success – in product innovation, business model expansion, and broader evolution to serve new industries and categories.
CONCEPT DEVELOPMENT & BLUEPRINT FOR GROWTH
What we did: Developed a future demand map to inform growth platforms that not only serve future brand, growth strategy, and innovation efforts – but immediately served our innovation objectives. The ultimate ask was to help develop a future roadmap of product concepts that would take the brand into new spaces over the course of the next 3+ years.
Results: The top 12 concepts emerging from 80 seed ideas in our (week's worth of consumer) qual efforts were validated in quant, with all 12 ideas performing near (2) or above (10) thresholds of success in the category. These final product concepts vary in spaces and will expand the brand’s future presence and reach in exponential ways.
DISRUPTOR-LED STRATEGIC PLANNING
What we did: Deeply immersed ourselves in the Carhartt ecosystem via primary and secondary research and analysis to identify the primary disruptive spaces - spaces with multifunctional relevance and broad business implications.
Results: Identified 7 Carhartt-specific disruptors that infused societal, economic, technological, political, and behavioral factors in an effort in inform, validate, and empower the Strategy team's efforts to shape it's 3+ year strategic plan. Each of the disruptors we identified has the power to reshape Carhartt's business and each presents the organization with great opportunity and risk to proactively plan against.
GROWTH STRATEGY & BRAND POSITIONING
What we did: Created new brand positioning and comprehensive strategic marketing plan to drive growth
Results: Helped expand brand footprint and success in new and current channels; revenue up with solid growth in first year after launch
RACHAEL RAY NUTRISH
POSITIONING & INNOVATION
What we did: Uncovered disruptive growth opportunities and played key role in creating pipeline of innovation and sharpened brand positioning
Results: Five major new product line successes plus sharpened positioning and advertising lead to major sales growth, leading to the 2018 company sale for $1.9 billion
DISRUPTOR-LED STRATEGIC PLANNING
What we did: Facilitated strategic planning process using results of our disruptor analysis as the focus for the plan
Results: Disruption-focused plan identified clear path to growth and helped lead to successful sale of company in 2019
What we did: Conducted in-depth Disruptor Analysis that identified and mapped future game-changing opportunities in mobility that will drive growth and enhance the brand
Results: Innovation opportunities currently being commercialized
LEAGUE OF CONSERVATION VOTERS
What we did: Helped facilitate strategic plan for building power through refocused effort on state/local vs. federal programming, targeting electoral wins in key environmental “swing” states
Results: Plan was fully implemented, resulting in multiple electoral gains (gubernatorial, state, and local) and several states committing to 100% clean energy