• Overall Proposition

  • Articulate the platform’s overarching purpose, value, and strategic significance.

  • Emphasize key differentiators and long-term potential.

  • Activities:

    • Develop a concise platform narrative.

    • Create a high-impact visual and verbal presentation.

    • Draft executive summaries or briefing documents.

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• Consumer Proposition

  • Define the platform’s relevance and benefits to the end consumer.

  • Demonstrate how the platform addresses unmet needs or aspirations.

  • Activities:

    • Conduct messaging workshops.

    • Validate with consumer feedback sessions.

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• Customer Proposition

  • Showcase the platform’s value to retail, foodservice, or channel partners.

  • Address how it drives sales, loyalty, or differentiation for customers.

  • Activities:

    • Conduct customer-focused messaging workshops.

    • Align messaging with customer sales teams or distributors.

• Positioning Statement

  • Craft a succinct statement that clearly defines the opportunity’s place in the market, its competitive edge, and its appeal to target audiences.

  • Activities:

    • Collaborate with cross-functional teams to ensure alignment.

    • Use insights to fine-tune tone, language, and focus.

    • Test with target groups to validate impact.

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• Features and Benefits

  • Clearly outline the tangible attributes (features) and their value to stakeholders (benefits).

  • Activities:

    • Create detailed feature-benefit matrices for internal and external use.

    • Design comparison tools to highlight advantages over competitors.

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• Reasons to Believe

  • Provide evidence and credibility to support the opportunity's claims and promises.

  • Activities:

    • Highlight product testing results, consumer feedback, or third-party validation.

    • Include storytelling elements such as testimonials or case studies.

    • Create visually compelling materials (e.g., infographics or testimonials).

• ​Consumer & Operator Testing

  • Understand the products appeal, relevance, fit in market and potential barriers.

  • Activities:

    • Design and execute product usage tests.

    • Facilitate focus groups to explore consumer perceptions.

    • Conduct quant research for broader feedback.

    • Analyze purchase intent and emotional resonance data.

    • Organize in-field trials with foodservice operators.

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• Sensory Analysis

  • Ensure the product meets taste, texture, and aroma expectations.

  • Activities:

    • Conduct expert panel tastings for sensory profiling.

    • Organize consumer sensory validation sessions.

    • Benchmark against sensory attributes of competitive products.

• Item Setup

  • Ensure seamless integration into retailer and distributor systems.

  • Activities:

    • Coordinate with supply chain and sales teams for setup accuracy.

    • Manage SKU creation and validation processes.

    • Prepare item master documentation for retailer and distributor systems.

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• Packaging Management

  • Develop packaging that aligns with the brand and ensures product appeal.

  • Activities:

    • Collaborate with design teams on visual and functional packaging elements.

    • Oversee print-ready file creation and vendor coordination.

    • Validate packaging for regulatory compliance and manufacturing fit.

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• Photography Management

  • Capture high-quality visuals for marketing and sales purposes.

  • Activities:

    • Plan and manage food and product photography sessions.

    • Work with photographers to achieve brand-aligned imagery.

    • Ensure consistency across product and lifestyle images.

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• Website Content Management

  • Develop digital assets to effectively showcase products online.

  • Activities:

    • Create product descriptions and feature highlights.

    • Upload and organize digital assets for e-commerce or B2B platforms.

    • Optimize content for SEO and usability.