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Jun 22, 2016 7:14 AM ET

Archived: E:FUNDAMENTALS – Delivering essential insights to brand owners that enable them to sell more effectively online

iCrowdNewswire - Jun 22, 2016


Delivering essential insights to brand owners that enable them to sell more effectively online

E:FUNDAMENTALS is a SaaS B2B product. Leveraging years of sales and marketing experience with leading blue chip organisations (e.g. P&G, PepsiCo, Sony, Walmart), E:FUNDAMENTALS has identified 8 keys to effective selling online and has built a tracking service that measures brands and services against these, delivering to clients (brand owners, retailers and consultancies) clear and actionable insights that will help them to grow their sales and profit through online retailers. The software is built, ready to go and has been field tested by leading brands including Birds Eye and United Biscuits.



Products & Services

E:FUNDAMENTALS is SaaS B2B tool providing insights necessary to ensure brands are being sold effectively through online retail stores. The service focuses on UK grocery covering Tesco, Asda, Sainsbury, Waitrose, Ocado, Morrisons, Amazon, Amazon Pantry and Iceland. In the next 3 months we will extend the UK service by adding Boots and Superdrug together with wines & spirits and pet food specialists.

Our service is unique in that is designed by experienced brand marketers and sales managers to be used by managers without the need for specialist support. Every insight meets three tests: working on it will create sales or profit, it is relevant to individual’s job and the action is clear.


Problem Solved

Branded businesses and retailers spend a lot of effort and money getting presentation in physical retail stores right often referring to this as the sales fundamentals (e.g. right assortment, shelf layout, promotion and pricing etc.). These standards aren’t being delivered in online stores.

We recently observed a major lager brand introduced exclusively through a leading retailer. Two of the 5 products had no product information, search results were poor throughout the launch, one product was listed as a cider and one promoted as 1 bottle for £1.50 or 3 for £5!

E:FUNDAMENTALS provides the insights necessary to ensure brands and services are sold effectively through online retailers

Revenue Model

Clients sign for a minimum of twelve months with a monthly fee based on the number of product categories covered. Based on our first 20 proposals we expect most small to medium size businesses to need 2 to 5 categories covered generating annual income of between £36000 and £66000. Larger businesses are expected to generate fees in excess of £140K per annum.

In addition to the syndicated services we offer a series of ad hoc reports covering including a getting started review. We are also developing partnerships with consultancies to encourage them to use our data within projects (we are doing this with KPMG for example).

Exit Strategy

Our objective is to exit via a trade sale in three to four years. Likely acquirers will be data businesses (e.g. Nielsen, Information Resources Inc, Kantar, GfK), consulting firms expanding into non-people revenue (e.g. IBM, KPMG, Accenture), shopper marketing and field sales businesses looking for market expansion.



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