Hi,
In Germany the supermarkets are flooded with social media products such as KoRo (dried fruits), ESN (protein sport shakes), More (diet protein) and Holy (powder softdrinks).
The rapper 50Cent dropped into a supermarket and said to himself: “no one cares which water brand someone buys, I will do my own mineral water brand”. Some years later 50Cents sold his mineral water company to Coca Cola for a billion Dollars or whatsoever.
I have started two data tech companies in the past (1 small exit and 1 big failure), then started as Freelancer and then moved to a team lead in a corporate. I want to do some sort of a side business. I invest into my ETFs, I stopped investing as an angel currently and my creativity for a tech startup is gone since the AI hype. I literally dont want to launch another data startup. Instead I want to learn some B2C marketing and consumer products.
… But i have a dog. Usually I order online his food but since the last delivery was delayed I needed to buy the dog food at the supermarket. There you have those very unhealthy discounter brands, a couple of premium brands …. at thats it.
At the same time the online ordering process annoys me. Either it comes not in time or I am not at home, consequently I need to pickup a +10kg package at the closest convenience store or post office. One time the whole package got destroyed (because its really a heavy load) and needed to be send back. So the online experience is not the best.
What do you think – is it possible to set up a dog food brand in Germany? What can go wrong? How can I come over biggest drawbacks? What are weak points of the following assumptions?
Would be also nice if you can reference some stunning dog food brands from the US to get some inspiration from the biggest consumer market 🙂
Go to Market The market figures do not look optimal. Its a 4B market in Germany while “wet” food is stagnating, some sorts of human-like food trends (e.g. healthy dog snacks) have growth in the market. I would like to promote the brand online first with Google, Facebook ads and ofcourse youtube influencers and podcast placement (similar as the other social media brands) I would produce 1x healthy wet food and one snack (dog energy balls), and promote in one segment (e.g. hunting dogs) I am good at design and could save up some money in there, ofcourse I can do the E-Commerce Shop etc myself. No extra starting costs I have 20K Euros for the start. This is basically my barrier where I would be still okay with loosing this money completely. In the later stage I would like to get a famous dogtrainer as investor on board. I would increase the variations of products and emphasize Grassrote Tactic: Try to sell corporations to vets, dog breeders + sitters + trainers. Then try to use my own network through startups at the discounters to get somehow into placements there. Invest into good and modern CRM, nice packaging and a good ordering / refill logic at the ecommerce My biggest concerns: Customer Lifetime Value is huge. I spend per month 100 EUR for my dogs food. I buy since 3 years from the same brand. At the same time how can I make people change and win? It will be key in the beginning already… Some Potentials: Big potential of cross promotion e.g. apps, equipment and merchandise for customer loyalty
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