Level 1 - Seed
You have a limited, highly niche and values-oriented product line that has a strong appeal to customers who share those values. You and your other founders are very good at telling deeply personal and compelling stories about the origin of your brand and the products you produce. Loyal customers are likely to amplify those with testimonials and recommendations on social media. Though your brand may be small, you can exert a lot of influence in the market, and even garner national press.
Growth is inherently limited to the cohort of consumers who have an interest in those niche products and share values that drive the brand. Higher price points of niche products are difficult to justify among consumers who don’t share those values. As a growing brand, seeds don’t have the budgets to compete against incumbent players, and are forced to compete for attention in crowded social media channels.
The health and beauty segments are ever-evolving, with new trends, research, and style affecting the consumer’s preferences. Seeds that don’t innovate or adapt to these trends may become obsolete. Focusing too much on a particular product and cohort will result in consumers pigeon-holing your brand, and those who didn’t have an initial interest will have no incentive to reconsider it or your products.
The values that drive your brand story (green production, fair labor practices, a desire for more customization) appeal to a subset of members in every consumer cohort. To grow, you can introduce products designed for other demographics (gender, age groups, ethnicities) beyond your initial product line. For instance, if you’re a lipstick brand you can introduce a line of lip balms geared towards men. You can also expand into adjacent categories (e.g. from lipsticks to eye shadows, from supplements to meal-replacement bars). And you can offer value-priced product bundles to appeal to more cost-conscious consumers.
The biggest opportunity lies in finding ways to tell your brand stories to consumers who share your values. Social media influencers can help you engage more consumers.
A relative newcomer to the health and beauty market, the Seed has just a few products in its catalog, along with a passionate customer base. Skilled at storytelling, the Seed is able to make its influence felt in the niches in which they specialize. With the right strategy, the Seed has tremendous potential, as long as they focus on expanding their product line, staying on top of consumer trends, and telling their brand’s story.
Level 1 - Seed
You are implementing basic ecommerce and marketing strategies. Your customers can navigate the site, enter the checkout funnel, and securely purchase products. But you have the potential to drive even more traffic and conversions, with some expert guidance.
Level 2 - Sprout
You are implementing more ecommerce and marketing strategies. You are actively acquiring new customers and streamlining checkout.
Level 3 - Bud
You are improving the customer experience by incorporating personalization and allowing for user generated content. You are actively monitoring and improving performance.
Level 4 - Blossom
You are providing more services to your customers inside and outside of ecommerce. Even more marketing and UX improvements are also paramount.
Level 5 - Bloom
You have optimized your store throughout. You are innovating and offering better customer experiences than most.