Setting a New Coffee Standard

Optimizing product strategy - category selection, consumer targeting, and overall position.

Challenge:
Start-up Cometeer pioneered a new way to deliver high-quality beverages in the convenience of single-serve form.

Wanting to attract investment, they needed to understand where to apply the new technology to best position this novel consumer offering for success and maximize the business opportunity for future growth.
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Actions

• Quantified size of opportunity, prioritized initial areas of entry to guide launch decision.
• Defined consumer target to focus initial limited resources.
• Developed brand positioning and strategy for launch.
• Provided creative briefing to guide the company creative.

Cometeer became the highest-funded coffee start-up EVER! $100 million raised.