Project Description

Goal:

Determine which product offering should take the lead focus in our business and marketing plans and build out those plans for the next 1-3 years.

Background:

F&C was started in 2019 to continue and expand a family cabinet-making business that has been in business for over 40 years. We started with cutting boards as a product we could sell nationally and establish brand recognition. The intent was always to expand the business to take over the manufacturing (my family’s business) and add custom cabinetry to our line of products. We launched F&C Designs as the sub-brand for the cabinetry in 2022 but have had little progress in sales.

With the Apple privacy updates on FB and other platforms, we saw a significant decline in ROAS for the cutting boards and decided to stop all advertising to preserve capital. We continued with PR to bring brand awareness as well as provide us with content for our social media channels, but due to limited capital, we stopped all PR as well.

Custom cabinetry is a much higher ticket item, and we felt that if we could launch and sell cabinetry, we could use profits to help promote the cutting boards again. The lead time for a cabinet sale is very long, and lacking capital has kept us from implementing strategies that we think will lead to more sales.

We are now in a position of a potential influx in capital and need to determine which product offering we use the capital for as the lead product. We also need a business and marketing plan outlining how the capital would be best spent in the first 1-3 years to go with this analysis.

Required Skills:

Business strategy, spend analytics, market analytics, advertising and marketing, ability to write business and marketing plans, and business operations. We could need more skills that we are not aware of now.