Narrow and Deep

The Secret Weapon of FMCG Founders

Inch deep mile wide,

Narrow and deep,

Focus your attention and learn what works.

This is not a fresh concept, in fact it is a strategy that has been effectively deployed for years. 

However sticking with it, relentlessly is incredibly difficult.

We all know bigger isn't always better and a retail listing when your not ready can be the death knell for your product.

In fact, focusing on being narrow and deep might be your secret weapon for launching your product. 

Sure, you could scatter your efforts across twenty-five outlets, selling a bottle here and there. But wouldn't it be more impactful to dominate five bars, with loyal customers buying five bottles a week?

That's the power of going deep.

See below a few areas you can concentrate your efforts and proof of outsized returns.

Channel Deep Dive:

• Specialty Stores: Remember "Cake Boy"? This innovative baking kit brand bypassed supermarkets and went straight to independent baking stores. The result? Devoted fans, targeted promotions, and a reputation for quality within their niche.
• Online Marketplaces: Skincare brand "Cult Beauty" didn't try to compete with Amazon. Instead, they carved out a space on dedicated beauty platforms like Look Fantastic and Birchbox, reaching their target audience directly.

Geographic Gems:

• Tuaca in Brighton: Who can remember when this little beauty popped up in Brighton and literally took over. 
• Jubel in Cornwall: I remember seeing Jubel in Cornwall first 6/7 years ago, the following year I came down it was everywhere, the proof was there, multiple outlet styles, clear understanding of the ROS levers before heading out nationwide.

Industry specialism:

• I have my own first hand example here. From 2004-2010 my agency Elastic plateaued… Until we decided to focus solely on working with alcohol brands. In short it worked, within 3 years we had an offer from Matthew Clark to buy us, and the rest was history. We were not the first agency MC had tried to acquire, but the only one that knew their industry as well as they did - the acquisition was easy and made sense.

5-Point Checklist for Niche Selection:

1. Know Your Customer: Who are you targeting? What are their needs and habits? What channels and locations do they frequent?
2. Passion Trumps Scale: Choose a niche you're genuinely excited about. Your enthusiasm will fuel your efforts and resonate with your customers.
3. Competitor Check: Is your niche already saturated? If so, find a sub-niche or unique selling proposition that sets you apart.
4. Data-Driven Decisions: Research demographics, sales patterns, and consumer trends to validate your chosen niche.
5. Start Small, Dream Big: Begin by dominating a manageable niche. Then, leverage your success to expand strategically, all while staying true to your core identity.

A common challenge - Someone comes knocking, either the big retailer, or potentially an export market or bar in another city. It is imperative that you hold your nerve because you are only new once and until you have nailed what your levers are, what ramps your ROS - you in danger of your product just sitting on a shelf or in a fridge.

Remember - The path to success isn't always paved with big retail listings and mass distribution. By going narrow and deep, you can build a devoted following, stand out from the crowd, and cultivate a brand that truly resonates with your target audience.