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What’s on It

Short summaryThe Problem They Came With
Big numberThe Number That Changed
Before and after chartBefore and After, on Five Measures
Numbered stepsWhat We Actually Did
TimelineNine Months, in Four Moves
Pull quoteIn Their Words

Sample One-Pager. Company and figures are made up.

Case Study: Harlow Foods

Direct to consumer relaunch · Nine months to 31 May · Prepared for prospect briefings

The Problem They Came With

Harlow Foods sold through three supermarkets and one wholesaler. When the wholesaler cut its ambient range in January, 41% of their volume went with it inside a single quarter.

They had 60,000 people on a mailing list and no way to sell to any of them.

The Number That Changed

$2.9M

Direct revenue in nine months

Against $340,000 in the nine months before. Direct is 38% of group sales.

Before and After, on Five Measures

BeforeAfter nine months

Direct share of group sales38%+32

Repeat purchase rate34%+23

Direct revenue from email29%+25

Gross margin on direct orders41%+17

List members who have bought19%+16

What We Actually Did

Moved the list

Sixty thousand addresses off a spreadsheet and onto a platform, with consent recorded against each one.

Built one shop, not three

A single catalog behind direct, marketplace and trade, so three stock counts stopped disagreeing.

Priced direct properly

Wholesale prices had been copied straight across. Direct orders now carry a 41% gross margin.

Wrote twelve emails

One a fortnight, each tied to a line that was in stock. Email now brings 29% of direct revenue.

Nine Months, in Four Moves

September

Discovery

Two weeks with the sales desk and the warehouse.

October to December

Build

Shop live on 3 December, ahead of the Christmas window.

January to March

Email program

Twelve sends. The list grew from 60,000 to 84,000.

April to May

Margin work

Repricing, and a subscription tier on six core lines.

In Their Words

We used to find out what was selling when the wholesaler told us. Now we know by nine on Monday morning.

Priya Nandra

Managing Director, Harlow Foods

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