Designed and activated a scalable go-to-market and demand-generation system to unlock >100% growth in a fragmented wellness market — from a 2-province local player to a multi-channel, multi-category platform.
WHAT WE DID
- Route-to-Market Redesign
Defined a hybrid model (direct + distributors) balancing control and scale. Prioritized 5 key provinces covering 81% of target clients . Built phased expansion (Phase I–III → national scale). - Demand Generation & Shopper Strategy
Designed end-to-end shopper journey — awareness → purchase → loyalty . Built digital + educational content, in-store execution (POP, visibility, incentives), and a structured promotional calendar. - Pricing & Value Architecture
Benchmarked vs. competitors (Nature’s Garden as reference). Implemented an index pricing strategy (~90 vs. competition) and redesigned price-pack architecture to lift margins and adoption. - Implementation Roadmap
Defined the full execution model: governance (roles, KPIs, scorecards), capabilities (logistics, e-commerce, CRM), and a phased rollout with clear milestones.
IMPACT DELIVERED
REVENUE GROWTH
+ 112% Year 1
Year 1 projection of $2.1M vs. baseline, with on-going potential of $2.5M+ (+163%) as the phased rollout reaches national scale.
MARKET EXPANSION
From 2 → 5 provinces (81% coverage).
Multi-channel presence: pharmacies, supermarkets, e-commerce, D2C.
PROFITABILITY & EFFECTIVENESS
Margin lift via price optimization + channel mix + distributor leverage.
Playbooks for distribution, conversion, trade.