Digital-native brand incubation
New players are increasingly taking market share from large CPGs with digital-native brands. In this dynamic, Reckitt (formerly known as Reckitt Benckiser or RB) asked SparkOptimus to design a brand incubator in which Reckitt combines its core CPG strengths with digital-native DNA to develop and launch a pipeline of new brands through an online-first test-and-learn go-to-market approach.
SparkOptimus ran the project in a spectacular way, high expertise, always approachable and easy to work with, sharp and disciplined on scope and deliverables.
In a joint Reckitt-SparkOptimus team, we started with analyzing business models of digital-native brands and matching them with Reckitt’s core strengths to develop a view on what kind of digital-native brands Reckitt aims to launch. Next, we defined the operating model of the incubator, detailing the organization and way of working blueprints, the technology and data landscape, and the partner ecosystem. Finally, we designed the stage-gate funding model, developed the budget and a standardized financial model for financial projections, and detailed the plan for the first 18 months of operation.
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SparkOptimus enabled Reckitt to make a flying start with the brand incubator, going from an idea into a fully onboarded and operational internal team that was able to deliver first smoke tests to refine and pivot brand ideas in a time-frame of 4 months.
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