CASE STUDY 2

Developing a Client Universe and Doubling Business Volume in 2 Months for an RTC Gravy Startup

Client Overview

The client is a ready-to-cook (RTC) gravy startup specializing in offering high-quality, pre-prepared gravies to both individual consumers and small businesses in the food service industry. Despite having an excellent product, the startup struggled to build a customer base and scale its operations effectively, leading to stagnation in sales and limited market visibility.

Challenges

  1. Lack of Client Universe:
    The client had no clear strategy to define, target, and engage a broad customer base. Their marketing efforts were scattered, and their customer acquisition relied solely on word of mouth, resulting in slow growth.
  2. Limited Market Reach:
    Without a structured approach to market segmentation and lead generation, the startup’s product awareness was confined to a small local area, significantly limiting their sales potential.
  3. Inefficient Sales Process:
    The client’s sales process was informal and unstructured, leading to missed opportunities and poor conversion rates from initial interest to purchase.
  4. Capacity for Scaling:
    The startup faced challenges in scaling production and distribution to meet increased demand, with a lack of systems in place to support rapid growth.

Objectives

  • Create a well-defined client universe to strategically target potential customers in both B2C and B2B segments in the HoReCa Sector.
  • Implement a robust sales and marketing strategy to double the startup’s business volume within two months.
  • Develop scalable systems for production and distribution to accommodate rapid growth.

Solution: Consulting Engagement

BlitzGro was engaged to help the startup build its client universe, scale its operations, and achieve aggressive growth targets within a short timeframe.

  1. Discovery and Research:
    • Market Analysis: BlitzGro conducted a comprehensive analysis of the RTC gravy market, identifying key customer segments, market trends, and competitors.
    • Customer Segmentation: We identified two primary target audiences for the client: B2C (individual consumers, particularly busy professionals and families) and B2B (restaurants, cafés, and catering businesses looking for cost-effective and high-quality gravy solutions). 
  2. Client Universe Development:
    • Defining the Client Universe: BlitzGro developed a client universe strategy by identifying and categorizing potential customers within the defined B2C and B2B segments. We mapped out key characteristics such as demographic, psychographic, and geographic traits for the B2C market and industry, size, and purchasing behavior for B2B clients.
    • Lead Generation and Outreach: BlitzGro helped the client design targeted lead generation campaigns using digital marketing (social media ads, email campaigns) and direct sales outreach (cold calling and emailing) to build awareness and attract leads. A CRM system was implemented to manage prospects and customer interactions.
  3. Sales Process Optimization:
    • Structured Sales Funnel: We helped the client create a clear sales funnel, focusing on nurturing leads at different stages of the buyer’s journey. Tailored messaging was developed for both B2C and B2B clients, with a focus on solving specific pain points (e.g., convenience and quality for B2C, cost-effectiveness and consistency for B2B) in the HoReCa Sector.
    • Training and Empowerment: BlitzGro provided training to the client’s sales team, equipping them with the skills and tools to improve conversion rates and customer retention.
  4. Scaling Operations:
    • Production Scaling: BlitzGro worked with the client to scale their production capacity by implementing lean manufacturing techniques, reducing bottlenecks, and improving workflow efficiency.
    • Distribution Expansion: A logistics strategy was developed to streamline the distribution process, ensuring timely delivery and minimizing costs as sales volumes increased.
  5. Marketing and Branding:
    • Brand Positioning: BlitzGro refined the client’s brand messaging to emphasize convenience, quality, and versatility, appealing to both individual consumers and businesses. This messaging was deployed across digital channels, packaging, and sales materials.
    • Digital Marketing Campaign: We launched a targeted digital marketing campaign focused on increasing brand visibility, driving website traffic, and generating leads. This included social media ads, influencer partnerships, and content marketing.

Results

    1. Client Universe Creation:
      • Within the first month, the client had developed a clear and structured client universe, identifying over 500 potential leads across both B2C and B2B segments.
    2. Business Volume Doubled in Two Months:
      • Revenue Growth: By targeting the newly defined client universe and optimizing the sales process, the client saw a 100% increase in business volume within just two months.
      • New Customer Acquisition: The client acquired over 150 new customers during the two-month period, significantly expanding their market reach.
    3. Improved Conversion Rates:
      • Conversion Rate Improvement: Structured sales processes and targeted marketing efforts resulted in a 25% increase in lead-to-customer conversion rates for both B2C and B2B segments.
    4. Scalable Operations:
      • Production Efficiency: By implementing lean techniques, the client was able to scale production by 50% without a corresponding increase in costs, enabling them to meet the higher demand efficiently.
      • Distribution Expansion: The client expanded its distribution network to cover an additional 15% geographic area, ensuring that they could deliver products to new markets without delays.