Market Analysis and Go-To-Market Strategy

Although a PE-owned, mid-market pet supply products distributor believed there was an untapped market opportunity for private label hard goods in their retail channels, the distributor lacked expertise on market evaluation, go-to-market strategy, and execution.

HighPoint was engaged and deployed a team led by a former Deloitte and L.E.K. retail consultant with over 15 years of private label and CPG experience – including prior engagements in the pet industry – to lead the client team through a four-month market evaluation and planning effort.

The HighPoint team conducted extensive market research, consumer surveys, expert and retailer interviews, and built out financial models to size the potential market. Then they developed a strategy to launch a private label line of products sold exclusively through independent retailers and presented the business case to the board and senior management.

The distributor ultimately decided to execute against the plan, driving significant earnings in the subsequent holding period for the owners.