Page 30 - Cubo - Winning In Plant-Based

This seems like an obvious thing to say, but in many

1) ‘tech’ driven markets, and those that are moving
quickly, it’s often missed!

If you don’t know what your consumers want, then
Understand it’s hard to deliver something that lands and delivers

perfectly - that’s a no-brainer!

Many entrepreneurs will talk about how they did little
your target or no research, and how they just made what they

loved, and sure sometimes that might work – but

more often than not success comes by understanding
consumer your consumer, who they are, what they want, what
they currently do, and what will tick their boxes – stay

focused on your core target and deliver amazingly for
these people, not for the masses

In conversation with a craft brewer recently, he
commented that whilst he was sceptical of the value

bought about by some of the data and research big
companies did, if he could change one thing he’d

have access to more information on his consumer
before he started his innovations. Bemoaning the
huge advantage his corporate competitors have in

this area with regard to planning and focus – it’s not
the same for the small players!
...and don’t lose We also think it’s essential to know the size of your

potential market from the outset. There are very

different strategies and success criteria needed (and
sight of them degrees of patience) if you’re going for a larger, more

mass market launch, versus a smaller more targeted
strategy – and this needs to be built into the process
from the off, with everyone buying into it

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