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Case study

Launching a Health & Wellness CBD Brand in a Regulated Market in 90 Days

Board funding secured, a five-year plan approved, and the brand in market in 90 days.

Client
CBD brand launch
90DAYSTO MARKETIN MARKETDAY 0306090Client results

The challenge

Build and launch a brand from scratch in the CBD market, with board funding, strategy, and compliance all unsolved.

From scratch, in 90 days

A health and wellness CBD company came to us to introduce an entirely new brand into one of the most competitive and heavily regulated consumer categories there is, building from scratch with nothing in place. Three problems had to be solved at once, and the timeline was 90 days.

THREE PROBLEMS AT ONCEBoard fundingA board that needed a real business case beforeit would investA go-to-market strategyCompetitive analysis, pricing, and a five-yearplan accounting for possible M&ARegulationRetail and marketing tactics that workelsewhere, not permittedALL THREE, INSIDE 90 DAYS
THREE PROBLEMS AT ONCEBoard fundingA board that needed a real business casebefore it would investA go-to-market strategyCompetitive analysis, pricing, and afive-year plan accounting for possible M&ARegulationRetail and marketing tactics that workelsewhere, not permittedALL THREE, INSIDE 90 DAYS

The approach

We built the board proposal first, because nothing else could start without funding.

Funding first, then the launch

The board proposal came first: competitive analysis, pricing structure, and a five-year plan with a vertical integration path through acquisition. With approval in hand we executed the launch itself: a new website, a recruited marketing team, and the integration of an acquisition that fit the brand’s vision.

FUNDING FIRST, THEN THE LAUNCH90 DAYS, FROM BOARD PROPOSAL TO BRAND LAUNCHTHE BOARD PROPOSALCompetitive analysisPricing structureA five-year plan, with a verticalintegration path through acquisitionFUNDINGAPPROVEDTHE LAUNCHA new websiteA recruited marketing teamAn acquisition that fit thebrand’s vision, integratedBRAND INMARKET
FUNDING FIRST, THEN THE LAUNCH90 DAYS, FROM PROPOSAL TO LAUNCHTHE BOARD PROPOSALCompetitive analysisPricing structureA five-year plan, with a verticalintegration path through acquisitionFUNDING APPROVEDTHE LAUNCHA new websiteA recruited marketing teamAn acquisition, integratedBRAND IN MARKET

Inside the rules, in front of the audience

Alongside the launch we designed a retail strategy and an affiliate marketing program that stayed inside CBD regulations while still reaching and engaging the target audience.

REACH, INSIDE THE RULESINSIDE CBD REGULATIONSRetail strategyAffiliate marketing programTHE TARGET AUDIENCEReached and engaged
REACH, INSIDE THE RULESINSIDE CBD REGULATIONSRetail strategyAffiliate marketing programTHE TARGET AUDIENCEReached and engaged

The results

The board approved funding, and the brand launched inside the 90-day window.

In market inside 90 days

The board approved funding on the strength of the business case and the brand’s health and wellness positioning. The brand launched inside the 90-day window, complete with website, team, and the acquisition folded in.

NINETY DAYS, DRAWN TO SCALEDAY 0DAY 30DAY 60DAY 90BOARD PROPOSALBRAND IN MARKETFunding approved on the business case and the health and wellness positioningLaunched with website, team and acquisitionClient results
NINETY DAYS, TO SCALEDAY 0306090BOARD PROPOSALBRAND IN MARKETFunding approved on the business caseand the health and wellness positioningLaunched with website, team, andthe acquisition folded inClient results
WHAT WON THE FUNDINGA real business caseHealth and wellness positioningClient results

Funding, on the business case

The board approved funding on the strength of the business case and the brand’s health and wellness positioning.

THE APPROVED PLAN5 YEARSINCLUDING M&A FORVERTICAL INTEGRATIONYEAR 1YEAR 2YEAR 3YEAR 4YEAR 5Client results

A five-year plan, approved

The approved plan runs five years and includes M&A for vertical integration.

WHAT DROVE EARLY SALESA distinct value propositionStrategic pricingBrand loyalty from the startClient results

Early sales, and loyalty from the start

A distinct value proposition and strategic pricing produced early sales and brand loyalty from the start.

The right audience, quickly

The compliant retail strategy and affiliate program put the brand in front of the right audience, and it gained traction quickly in the health and wellness CBD market.

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