I take single brand companies from data to a plan that can be followed: a budget for the next 12–36 months, a few must win battles, scored initiatives and KPIs that show whether you are hitting the targets.
The experience comes from a single brand in growth
“As Karmameju’s Head of Digital Business, Anders drives the digital acceleration we have set out to achieve. The combination of deep technical understanding, fact-based decisions and common-sense commercial instinct are important ingredients for momentum, and Anders has them.”
Jens Høgsted
CEO, Karmameju
That is why marketing, assortment and budget have to rest on the same data.
When the whole business rests on one brand, there are no other brands to offset a wrong decision. A marketing budget that is too low, an assortment that carries too little, or new customers who never buy again show up in the result immediately.
This is where I have most experience. I work with single brand companies such as Karmameju and CareByMe, and the same questions keep coming up: how much should we invest in marketing? Which products carry the business? And when has a new customer paid for itself?
The Growth Route is the framework I use in engagements with single brand companies. Each stage answers one question and ends in a concrete deliverable. Select a stage to see what happens along the way.
Where do we stand, and what is possible?
Before any plans are made, the customer economics are mapped. Which products and customers carry the business, and what happens if you change the marketing investment?
Deliverable: analysis and scenarios
Where are we going, and where do we need to win?
The analysis becomes a budget and a few must win battles. Those are the battles that decide whether the budget holds.
Deliverable: budget, targets and must win battles
What do we do, and how do we know it is working?
Each must win battle gets initiatives, scored on effect, earnings and feasibility, and KPIs that show whether they land.
Deliverable: a prioritised initiative plan with KPIs
Are we holding the course?
The plan is followed up in a fixed rhythm, so you can adjust when the data changes the picture.
Deliverable: ongoing advisory and an updated plan
Each initiative gets a score from 0 to 100 combining three parameters: the expected effect on its must win battle, the contribution to earnings, and how easy it is to carry out.
Initiatives above 70 are started first. The rest are held ready and scored again when new data changes the picture.
AI-personalised flows score highest and start first
Must win battle: more first-time customers become regulars
Started first
Held ready
“As Karmameju’s Head of Digital Business, Anders drives the digital acceleration we have set out to achieve. The combination of deep technical understanding, fact-based decisions and common-sense commercial instinct are important ingredients for momentum, and Anders has them.”
Ongoing advisory on key figures, customer economics and marketing, where the analyses are turned into must win battles and initiatives.
Write a few lines about what you sell and what you want to achieve. Then I will come back with a suggestion for where you can begin.
