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New Product Strategy for
Market Leadership
Business Challenge
A two-sided market place connecting pet parents with pet sitters, Mad Paws, launched Dinner Bowl, a raw food subscription service in July 2020. By September, they wanted to assess the market growth potential and explore new products that would add more value to more customers and require the least effort to launch.
Our Approach
Synthesis of insights:
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Discovery sessions with the product and marketing teams to clarify business objectives and USP
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Survey of 60,000 customers with 78% completion rate
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Social listening for new product ideas, customer segments, sentiment, trending posts and hashtags, and competitor benchmarking
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Results brainstorm session with product, marketing, dev ops, and customer success teams
Business Outcomes
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Launched kibble in July 2021 under Dinner Bowl and won Smart50 Innovator Award in 2022.
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Revised pricing strategy and USP.
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Shifted the content strategy from advocating for raw diet to encouraging consumers to learn about the variety of healthy food options on the market, further securing the product's market position.
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