From Concept to Pitch Competition: Designing for Disruption
Preface
In November 2024, Skyler Ng and I participated in a 4 week Startup pitch competition challenging us to analyse and identify trends and opportunities within the dynamic and nascent Wellness and Stimulation (W&S) space. This experience allowed us to take on larger and more nuanced roles in conceptualising and designing end-to-end solutions that require us to reject the convenience of convention and think outside the box. Consequently, we aimed to design an FMCG initiative that would be disruptive within the W&S space. Rather than challenge established brands with deeper pockets within the competitive W&S FMCG space, we maintained a commitment to finding a solution that would be uniquely positioned, agile, data-driven and impactful. I’ve attached some of our work samples below, alongside the rationale and work that went into the conceptualisation and design of our proposed solution.
Context
The dynamic and nascent nature of the Well-being and Stimulation industry reflects shifting consumer preferences and values. As firms rush to differentiate, position and market themselves to capture market share, this has increased Customer Acquisition Costs (CAC), homogenous product offerings and low profitability for new FMCGs.
Our Pitch
Project Zero (PZ) is a tech-driven relationship builder within the electronic cigarette space which uses technology to facilitate a subscription-based vape delivery model. Here, PZ will be disruptive in using AI and Machine Learning to chart personalised journeys to zero nicotine while actively directing its users to selected well-being and stimulation products through gamified and personalised experiences. By being cheaper, convenient and catalytic, PZ is uniquely positioned as a lifestyle vape company which can capture consumers flowing out of traditional markets, extend Customer Lifetime Value (CLV) and scale at speed to compete locally, regionally and internationally.
Our project began with a Current State Assessment of the FMCG Wellness and Stimulation Space. Quantitatively and qualitatively, we outlined a Case for Change and defined the guiding principles which would shape out subsequent solutioning.
We gathered data for our proposed solution by engaging individuals from our target consumer groups at smoking areas. Across 3 weekends, we visited 5 venues and attempted to gauge the product market fit by identifying emerging opportunities from existing consumer pain points.
In benchmarking our proposed solution, we charted out how similiar companies and major players within the existing FMCG Wellness and Stimulation space marketed their products. Consequently, we investigated the best practices of like products, Subscription Based FMCGs (Dollar Shave, Bloom & Wild) and Personalised Wellness Journeys (Headspace, Fitbit) to derive lessons learned.
Our novel GTM strategy reflected our understanding of how policy had limited marketing avenues for existing products. By adopting a novel B2B strategy, we aimed to capitalise on the existing relationships between our target consumers and existing vendors and reduce our physical and logistical requirements to enable aggressive growth
Final thoughts
In the long run, Project Zero was uniquely positioned to leverage synergies and build strategic partnerships to compete against traditional zero-nicotine journeys such as pharmacy-ready products such as nicotine gums and patches. Here, novel opportunities exist for wider integration and marketing within public healthcare or insurance companies locally, regionally and globally. Thus, although Project Zero fell outside the traditional parameters of a basic Wellness and Stimulation FMCG, we believe it represented an innovative, disruptive, impact-driven solution. With a business model strong in principle and elaborated in detail, our pitch for an AI-enabled relationship builder within the e-cigarette FMCG space aimed to create significant value and scale rapidly, exponentially and sustainably.
