Camilla Ainsworth
The plan:
An expansion of her dairy-free nut milk brand.
STrengThS:
She has honed in on a very-fast growing marketplace. Alternative milk products are growing exponentially because of the growth in dairy allergies. At present there is a major supermarket brand and then niche brands which sell in smaller, trendy areas. She wants to launch between those two areas with a major grab-and-go brand you’d pick up in the same way you’d pick up a can of fizzy drink. She knows her market and it’s the right one to choose. She is a charismatic, bubbly representative for the brand who fits the profile of the target consumer.
WeakneSSeS:
It’s a long haul to create a brand of sufficient scale to be stocked in major supermarkets. The necessary upfront investment would use all of the £250,000 and is therefore a higher-risk proposition.