Oswald, a Unilever brand, got future-proof after finding a new buyer profile and market segments through acceleration journey with Innoleaps.
Oswald is a Swiss brand selling herbs, spices and bouillons in a traditional way. Throughout their existence they have relied on door-2-door sales to grow their business. Oswald is still a very strong brand in Switzerland, but they feel the heat from other food initiatives and a consumer profile that is ageing. In Unilever terms, Oswald wasn’t scaleable to other countries.
Thus, the challenge for Innoleaps was to help the Oswald brand discover and validate new online acquisition models that would renew their customer base and expand their world wide growth potential
The Validation Journey
We started with an extensive customer development cycle to discover clear profiles and a clear hook on which, a value proposition could be built. We utilised a ‘per week growth ratio’ (can more leads be generated weekly, with the improvements we’ve made?) and an ‘initial offline order value’ (can we sell as much online as the first offline purchase?) as a base for validation of our new improvements. As the weeks progressed, we learnt more about the consumer profile and behavior, and added more complexity to our acquisition strategy.
After discovering a repeatable product and profile, we created the online sales funnel. An existing customer base was validated through a referral model –where we allowed grandparents to give away a taster package to a friend (or someone else).
At the end the acceleration journey we discovered a new buyer profile: young families. It also revealed a new market segment in which Oswald could grow: ‘cooking for families’. Thus, we validated sales potential of the proposition with successful first deals. Currently, we are expanding on this potential by creating a social platform for ambassadors of the brand!
We Empower Unilever’s brand Oswald. Are you curious about how innovation can help your business accelerate and grow with the changing times? Connect with us via www.innoleaps.com and we’ll get you started.