Internet & E-commerce
Exit Preparation/Positioning of Entrepreneurial Specialty Online Retailer: Estimating Market Size and Growth Outlook of a Niche Sporting Goods Market to Support the Sale Process
Conduct a 2-week market study to establish product and user profiles, market drivers and trends, competitive landscape, and channel dynamics, as well as to build a market size model establishing historical and projected market growth rates. Gotham undertook a bottom-up approach to analyze this niche market with no available market data, including: extensive secondary research; ~50 interviews with retail stores and industry experts; consumer surveys; and creation of 3 market sizing models. By enabling the client’s offering materials to show attractive growth prospects, the company was sold to a private buyer at an attractive valuation.
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Exit Preparation/Positioning Of Outdoor Living Product Company: Crafting Analytically Robust Growth Story Showing Significant Whitespace Opportunity And Differentiated Competitive Positioning
Developed an analytically robust sell-side market study report on an outdoor living products company to demonstrate the company’s ability to expand the addressable market by introducing high-quality mid-tier RTA products and capture significant growth. To this end, Gotham: conducted a robust survey of over 10,000 consumers; established the company’s competitive positioning; developed bottom-up market sizing models to determine the size, historic and projected growth, and whitespace opportunities for the company’s product categories; established the company’s target demographic and evaluated how macro trends and consumer behavior shifts will impact the company; and conducted an online review analysis to gain insight on the company’s reputation. The clarity on the company’s strong value proposition and significant growth opportunities generated significant buyer interest.
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Customer & Market Due Diligence Of Foodservice Distributor/DTC Fulfillment Services Provider: Deciphering Nascent DTC Frozen Foods Fulfillment Market
Conducted 3-week customer & market due diligence to establish: frozen DTC fulfillment market size and the ability to sustain COVID-19 bump; the target’s competitive positioning in the frozen DTC fulfillment market; and the target’s reputation/positioning with foodservice distribution customers. Gotham: mapped universe of 350+ frozen DTC food companies; built bottom-up frozen DTC fulfillment market model; conducted 11 DTC fulfillment customer interviews; established competitive landscape of frozen DTC fulfillment services providers; and conducted 13 interviews and 73 online customer surveys of foodservice distribution customers. Gotham’s findings enabled our client to move forward confidently with the potential acquisition.
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Pricing Oprimization at Leading Catalog Company: Creating Strategic Pricing Capabilities for Fact- and Behavioral-based Pricing Decisions
Put in place necessary fact base and analytical processes to enable proper pricing decisions in a market with distinct-price thresholds. Created pricing guidelines and robust pricing process. Immediately applied to reprice 1,100 items, with a projected margin increase of $1.3MM.
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Planning & Forecasting Process Improvements at Leading Catalog Retailer: Instituting Data-driven, Synchronized Top-down and Bottom-up Planning and Forecasting Process
Created robust planning and forecasting process to enable merchandisers to better plan their assortment for the next 5 quarters. Effort included building a bottom-up planning tool to create the merchandising plan, designing an excellent process for reconciliation of the top-down financial plan with the bottom-up plan, and creating a rolling 12-month planning process to replace the company's annual one-time process. After pilot testing in one department, new planning and forecasting process being rolled out and used for upcoming FY.
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Strategic Merchandising at Large Direct Marketing Company: Developing Category Management Capabilities with Item-level Strategies
Worked with the senior merchandising team to develop capabilities and strategies for all key elements that constitute strategic merchandising -- assortment strategy, new product introduction, catalog/web placement strategy, product lifecycle strategy, and pricing strategy. With strategic approach, CatalogCo now meeting SKU targets, properly planning media placement, and able to identify and fill gaps in assortment.
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