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The Growth Strategy Programme
Are you the smart founder of a Challenger Grocery brand?
Would you like to be clearer on how your brand is going to WIN across 2022 -> 2025?
"By FAR the best thing we've ever done in 10 years in the food business" Shauna Blair, Entrepreneur, Speaker & Mentor, CEO of Heavenly Tasty Organics
"Highly recommend this course...my only wish is to have done it sooner, it would have saved me a lot of trouble" Ryan McSorley, CEO Neat. Clean
"Highly, highly, HIGHLY recommend!" Teddie Levenfiche, Co-Founder PerfectTed
About the programme
If you're the Smart Founder of a Food, Beverage, Petcare, Homecare or other Consumer Packaged Goods brand, you know that in the current incredibly competitive business environment, you're going to need a clear & commercially-focused roadmap to ensure your brand is one of few that manages to succeed.
Over 70 smart founders just like you have already successfully graduated from the programme - you can read what they have to say below!
The Growth Strategy Programme provides with the growth framework, tools & coaching you need to build your business’s growth strategy, in a cohort of 10 smart founders, in just 6 weeks.
Investing in this programme gives you:
- Membership to a cohort of approx. 10 other Smart Founders of challenger brands, at the same stage as you are.
- Access to your own private library of over 400mins of world-class, industry-bespoke guided video workshops, with a suite of downloadable tools and templates to guide you through the framework.
- A weekly 1-1 private coaching session with Fiona Fitz, where we work through the Growth Blueprint for your business.
- A 2hr weekly Growth Workshop group coaching session with your cohort every Friday, where you will share the work you've completed that week, and be challenged, guided and mentored by Fiona and the other cohort members.
- All course material, downloads and video lessons are hosted on a world-class professional online-learning platform called KAJABI, used by some of the worlds leading online learning providers. The online learning element is available to you both on your mobile and on your desktop.
- Guidance and support from a valuable new network - and from Fiona - every day in your private Facebook group.
What Founders say about The Growth Strategy Programme!
Don't just take it from us, see what the Founders of challenger brands just like you have to say!
Over 6 weeks, immerse yourself in the only bespoke framework, tools, coaching & inspiration you need to ensure your business success. Take a quick sneak peak at what the video lessons look like by clicking the video link!
The Growth Strategy Programme 6-Week Curriculum
1. WHY do you do what you do?
- Learn to articulate a clear & powerful statement of your Business PURPOSE.
- Be inspired by some great examples of how Business Purpose can in fact be the ARCHITECT of your business model, and of transformational growth.
- Challenge yourself as to the SUBSTANCE behind your Business Purpose.
2. WHAT do you want your business to BE in 3 years?
- Learn how to craft a clear statement of your Business Vision, including desired size, scope and impact of your business in 3 years time.
- Understand what a great Business Vision looks like, and why it is important.
- Be inspired by famous & successful brands around the world with inspiring Business Visions.
3. What are the commercial objectives/steps to achieving this?
- Outline or Refine your own Business Objectives over 3 years.
- Understand what we really mean when we talk about Business Objectives.
- Make sense of the link between Marketing, Sales & other departmental objectives and how they link to your Business Objectives.
- Understand the difference between KPI's and Objectives.
4. Define your Social, Environmental & Personal Objectives - it's not all about the money!
- Identify your Personal & Business Values.
- Begin to think about how you want 2022+ to be for you, your family, and your team.
- Start thinking about what kind of objectives your business should have in terms of its impact on society & the environment.
1. What's a Blue Ocean Opportunity and How do I identify one?
- Many insurgent brands have identified a market AWAY from competitors. Can you?
- This section will show you valuable tools & lenses to view your opportunity in more profitable/ scaleable ways.
2. Understanding my Market
- Learn how to describe the market/category you are playing in at macro and micro levels, so you can show mastery AND identify insight and opportunity.
- Why Market Understanding is so important to winning.
- What are you going to need to know about your market/category over the next year & 3 years? Find out here. Know where to look for data/information if you don't have any.
3. Where Can I Win?
- Choose WHICH Market Opportunities you should FOCUS on, based on your company's strengths.
- Identify the Key Success Factors in your market/industry.
- Run an Audit Sprint TM on your company's strengths, as well as those necessary to win in your market.
- Categorise your NPD opportunities into NOW/LATER/PAUSE/DROP.
1. Understanding your Consumer Target is the CORE of your Business & Marketing strategy.
- Gain a far deeper understanding of your Consumer Target's needs, pain points, attitudes & behaviours so you can win vs. your competitors.
- Identify your Consumer Insight - the nugget of understanding that will allow you to WIN.
2. Understand your Trade Customer Target to ensure a Winning Sales Strategy
- Gain a far deeper understanding of your Trade Customer's commercial & emotional needs, so you can win on shelf-space, commercial support AND margin vs. your competitors.
3. Build a Winning Brand Value Proposition 1-pager
- Ensure you, your team & your agencies know how your product & brand features - and the resulting messaging - deliver the benefits your target consumer needs, better than competitors.
1. Understand what the Marketing Mix is and identify how you're going to use each element of it to change your target consumer's behaviour
- Understand the concept of the Path to Purchase, and plot your ideal consumer path to purchase
- Gain a far deeper understanding of how Product, Packaging, Price, Promotion, People and Practice are all levers that you can pull to move your target consumer along their path to purchase, so that they chose your brand, more often.
- Make clear choices about what you're going to invest in across product, packaging and promotional spend, over the next 18 months.
2. Build a coherent Annual Marketing Plan, based on your new marketing strategy
- Now that you've understood your consumer in more detail, and you know what change you're going to have to get them to make, identify the right activities for you to invest in, to persuade them towards purchase and repurchase.
- Plan your marketing & sales activities out across the coming year, with timings, budget and operational considerations.
1. Time to summarise your new Playing Field decisions:
- Over the past 4 weeks, what new decisions have you made around where you are going to play and how you are going to win?
- New decisions mean new resource plans. This week will help you design the resources you'll need to deliver your playing field decisions.
2. With this new or revised 'Playing field' in mind, what choices do you need to make in terms of your investments in People, Capabilities, Assets and Partnerships, in order to drive the growth you've identified?
- People: Who will you need to employ to help you? In which roles? What capabilities or experience do they need? When will you need them? We cover Structure, Roles, Experience, Mindset and Timings required.
- Capabilities, Assets: How will you need to set yourselves up for success in terms of investing in the capabilities and assets you're going to need to win?
- Partnerships: How can strategic partnerships help you access your market more quickly, profitably and effectively?
- Understand the level of detail you need to be in control of across revenue, costs and timings.
- Create your own key milestone plan so you can implement your business plan successfully.
- See how a bottom-up business planning tool on xls is key to help you do deliver your 3 year P&L
- BONUS: get a 3 year bottom-up business plan on XLS example as inspiration for your OWN Business Planning Bible. Includes: Marketing budget, Costs and Revenue Assumptions tab, E-commerce costings, Margin Calculators, Demand Planning tabs for retail grocery accounts and much more...
- Set yourself up for success:
- What are the key things that are going to make the difference to you implementing the new plan?
Why Work with Fiona Fitzpatrick & The Growth Strategy Programme?
Fiona has an incredibly unique mix of experience across multi-national blue-chip FMCG, Consulting, Graduate Business Level teaching and start-up mentoring.
- 24 Years driving Blue-Chip FMCG growth at a senior level across Nestle UK, Premier Foods, Gu Chocolate Puds France, Chobani, Rustlers, Strong Roots and much more...
- 10+ years developing & delivering world-class accelerator programmes for scaling start-ups and global CPG companies.
- 250+ scaling start-ups mentored.
- 9 years lecturing at MSc Food Business Strategy Graduate Business School.
- 40+ Brand Growth Heroes in-depth interviews with the leaders of your favourite insurgent grocery brands & investors.
Click here to get to know Fiona better
"Fiona is one of the most Creative and Brilliant Educators
I've ever come across"
Prof. Damien McLoughlin,
Marketing School Head, UCD Smurfit Graduate Business School ; Visiting Professor, Stern School of Business at NYU
