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Team Promote.It
. 112 total interviews + 2trade shows
Maria Rafael Noa Ashley Andrew
Hustler
MBA, pre-Series A
team at Rap...
B2B auction marketplace
for retailers’ shelf space
B2B marketplace for
promotional deals
Mobile app for B2B
promotions
TOD...
Aisle 1: Fantasy Land - Where Everything is Possible
Who are the players in the grocery value chain?
Brand Retail
Buyer
But for small brands and retailers, there are intermediaries
Brand Retail
Buyer
Distributor Broker
30% 12%
• Retailers
• Established CPGs
• Ankle-biter CPGs -
getting product on the
shelf
• Commercial: establish partnerships with...
• Retailers
• Established CPGs
• Ankle-biter CPGs -
getting product on the
shelf
• Commercial: establish partnerships with...
We envisioned a multi-sided marketplace…
An auction marketplace to help smaller retailers better
monetize shelf space, and...
… but no one we spoke to was a willing user
“You’re forgetting the shopper
experience. Shoppers don’t care about
how much ...
Aisle 2: A few wrong turns
What we did find: Retail buyers hold the most power
in the value chain
Brand BuyerDistributor Broker
So we needed to understand the retail buyer’s workflow
process better
Weeks 1-2
20%
Negotiate
Discuss order
terms, promoti...
There was white space in technology solutions to
support retailer workflow...
Weeks 1-2
20%
Negotiate
Discover Verify
50%
...
To negotiate promotional deals, retail buyers spent a lot of time
dealing with brokers
“Brokers are a necessary evil to th...
“We’re in the paperwork business. We need to
manually input in our systems all deals we are
executing with vendors.”
- Ric...
Weeks 5-8
So we made a pivot
Software for retail buyers to
auto-consolidate their
promotional calendars across
vendors
Tri...
To disrupt the broker, the promo calendar seemed like a
perfect “foot in the door”
1
Organize & digitize the
promo calenda...
To disrupt the broker, the promo calendar seemed like a
perfect “foot in the door”
1
2
Organize & digitize the
promo calen...
To disrupt the broker, the promo calendar seemed like a
perfect “foot in the door”
1
2
3
Organize & digitize the
promo cal...
To disrupt the broker, the promo calendar seemed like a
perfect “foot in the door”
1
2
3
Organize & digitize the
promo cal...
And we had a willing first partner!
Weeks 5-8
But we started building the MVP before asking the tough
questions
Weeks 5-8
Three weeks later we were getting not so exciting answers:
“Its an interesting
product and it will add
value but can you g...
Was anyone going to pay for this?
Weeks 5-8
The promotional calendar wasn’t monetizable - and maybe not scalable
Aisle 3: Return to the Shopping List
Weeks 9-10
We may have over-complicated things
1
2
3
Create a marketplace for new promo
deals direct from brand to retailer
!!
Sell o...
Weeks 9-10
A pivot that solves a need for both sides of the
marketplace!
Software for retail buyers to
auto-consolidate th...
Promote.It is a mobile app for B2B promotions
Weeks 9-10
Much more visual and easy-to-use than current solutions
Weeks 9-10
vs.
Promotions can be shown in an Amazon-like display
Weeks 9-10
● Retail buyers can see all
available promos visually (vs.
Ex...
Orders and rebates will be routed through Promote.It
Weeks 9-10
● Orders can be
placed directly
through the
Promote.It
por...
5 daysResponse time to emails with Opus promotional calendar software
People weren’t that excited to talk to us with the
p...
5 hoursResponse time to emails with Promote.It deals marketplace
… but that’s changed with Promote.It
Know anyone we should talk to? Let us know at
info@gopromote.it
Brands and retailers are signing on
(up to $100k pilot
fun...
And the market for promo deals is sizeable
Number of Stores (retailers with less <100 stores)+15,000
Total revenue for lon...
A look back: From Google Ads for shelf space to
mobile app for B2B promotions
Jordan Segall
Fantastic mentor
Whiteboard sessions
Critical feedback
Connections in the industry
Thanks to everyone who he...
Follow our progress this
summer and beyond at
gopromote.it
Reach us at
info@gopromote.it
Appendix
And the market for promo deals is sizeable
Total Addressable Market:
$1.5 B
Total Addressable Market per
Retail Partner:
$...
And the market for promo deals is sizeable
Total Addressable Market:
$1.5 B
Total Addressable Market per
Retail Partner:
$...
How is the grocery industry set up?
Brand Retailer
How is the grocery industry set up?
Brand RetailerDistributor Broker
How is the grocery industry set up?
Brand RetailerDistributor
Weeks 1-2
… so we made our first pivot
CRM for vendors and
retail buyers
Auction marketplace for
retailers’ shelf space
Re...
We started by asking if this solution would be valuable
Would a digital CRM
system between you and
your vendors be valuabl...
Looking back, we heard what we wanted to hear
What are the pains you will solve for the customer?
o Will it save costs?
o ...
We may have over-complicated things
1
2
3
Create a marketplace for new promo
deals direct from brand to retailer
!!
Sell o...
Long tail retailers really want a way to get more promotional
dollars
“I feel ignored by the big guys
Our vision is to reach 18,000 point of sales in the 5
years
Year Year 5
# of Partner Stores 18,000
Est. Revenue $35 M
Est....
Brands are hungry for a way to reach independents
From: Promote.It Feb 28, 11:23 am
To: KHC VP of Sales Finance / former C...
And the market for promo deals is sizeable
Number of Stores (retailers with less <100 stores)+15,000
Total revenue for lon...
Promote.It has major geographic and sector
expansion opportunities
Apparel
Home &
Electronics
Foodservice
Pharmaceuticals
...
Execution compliance can be done in the same portal
Weeks 9-10
Incentive bonuses
or payment
conditions can be
placed on re...
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So we needed to understand the retail buyer’s workflow
process better
Weeks 1-2
20%
Negotiate
Discuss order
terms, promotional
campaigns
Discover
Find & sample
new products
Verify
Ensure negotiated
terms are executed,
manage audits
Analyze best
total portfolio
50%
Optimize
20%
10%
% of time spent

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