Tea Time Product Launch
A client in the consumer beverages industry had an idea for an innovative new fountain beverage and "tea bar" concept. Because the concept was so novel at the time, corporate leaders had little information on the potential market size and penetration and there was significant disagreement within the organization about its value and potential.
SDG was brought in to evaluate the market potential for the new product and to develop a product launch strategy. This effort not only quantified the value potential for the new business, but also identified the factors that most contributed to any uncertainy around that value. Thus armed with a better understanding of the product's potential value and the riskiness of the venture, decision-makers were able to agree on the path forward. They decided that the new venture was inherently too risky for the corporation's risk appetite, given the modest potential payoff, and the idea was shelved.
