The Challenge

A baked goods company was launching a new health-conscious product in a highly competitive market. It wanted a new brand for the product and a new pricing bracket to go with it. Launching at a higher price in a crowded category meant proving to retailers that the product would sell, and showing that what made it hard to copy was protected.

The Approach

We began with the IPRSCORE™ to identify evidence of strong IP and good IP management. It showed strong trade secret management and protection, safeguarding the critical assets that contribute to the company’s competitive moat, including those behind the health-conscious elements of the product.

It also showed a strong brand. The company reached multiple demographics through different price points, which expanded its customer base and created opportunities for cross-selling.

With that foundation in place, we moved on to an IP valuation.

The company also went to consumers before approaching retailers. It gathered feedback on the product, on pricing and on likely buying behaviour, and linked that customer insight to the brand and the trade secrets.

The Results

With that evidence, the company went to the retailers who would put the product on shelves. It was launching at a higher margin and had consumer data showing the product would sell if given prominent shelf space. It also offered to help promote it, so the retailer would earn more and so would the brand.

The IP behind the launch did two jobs. It let the company use its customer insight, brand and trade secrets to secure a higher margin. It also protects value in a downside scenario, because well-protected know-how and a brand with a broad customer base stay attractive to a buyer. The IPRSCORE™ established that case with evidence, and the valuation built on it.