Invest in a new-to-the-world “green” packaging solution for food and CPG products and charge a premium for this packaging.
How we did it
This was an early stage market with limited insight into an optimal business model to extract the most value. We needed to quickly validate the proposed business model or alternative business models to determine the best go-to-market strategy to pursue. We explored the opportunity, discussed the concept and other business model options, and price premium expectations with key market players. Also explored related business models from other industries.
Determined that the feasibility to execute the program envisioned with premium pricing would be risky. Identified and presented alternative solutions that revolve around strategic-partnership style program that could be leveraged for top-to-top communications that would strengthen relationships. Pivoted to value client being relationship building and strengthening partnerships, not price premium. Avoided costly investment in premium price model and consumer research.