3 steps to help your company survive the evolving market

Like many entrepreneurial firms Farmer’s Fridge had to dramatically modify our enterprise throughout the pandemic. Our major distribution channel is merchandising machines that dispense recent meals in places akin to hospitals and airports, and when COVID-19 hit, we moved to scale back costs for our healthcare prospects, whereas attempting new kind components and distribution channels. (You’ll be able to learn extra about our story right here). It has not been a simple transition, however we’re on monitor to double our pre-pandemic income this 12 months because of the group’s exhausting work.(*3*)

Whereas many firms discuss “pivoting” their enterprise, I might argue that we didn’t change course a lot as speed up our mission by rapidly responding to our prospects and would-be shoppers’ wants.(*3*)

If the pandemic has taught us something it’s that the market is continually evolving. The query is how to lean into product market match—assembly present market demand—whilst your company works to evolve to meet altering situations. Listed here are three steps we adopted to help us obtain that stability:(*3*)

The 1st step: Outline your mission (*3*)

 That is by far the hardest step and may typically take years, however setting the proper “north star” is the most essential step to constructing something nice. You will have a lot of twists and turns alongside the means, however if in case you have correctly outlined your “north star” then you possibly can all the time depend on that to maintain you on monitor.(*3*)

At Farmer’s Fridge, I began with a fairly easy thought. I needed to make wholesome meals extra accessible by placing restaurant high quality salads and recent meals in a merchandising machine, making it inexpensive and extra handy to eat wholesome. A number of months in, we had some traction with prospects and a significant retailer referred to as me and requested if I might put a machine in its retailer. I couldn’t perceive why this massive participant would need to accomplice with a tiny company working out of a shared kitchen on the west facet of Chicago, however I quickly realized that our actual potential was to apply expertise and a direct relationship with prospects to rework the recent meals provide chain. This perception modified the course of our enterprise as a result of I noticed that the actual innovation could be leveraging new applied sciences to make prime quality, low value recent meals handy at scale for the first time. In brief, we had been constructing a totally new provide chain round a product as an alternative of attempting to match our product by the current provide chain.(*3*)

Step two: Outline what have to be true (*3*)

There have to be some issues about your company which might be nonnegotiables. For instance, solely promoting meals from a merchandising machine just isn’t on our listing of nonnegotiables, however making certain that our meals is protected is at the high of the listing. Figuring out what the nonnegotiables for your enterprise are is a necessary step for ensuring new data doesn’t take you off target. For Farmer’s Fridge, we outlined these as SQUAD targets.(*3*)

World class meals Security program(*3*)

#1 in High quality to worth(*3*)


A private relationship with prospects(*3*)

Demonstrated well being end result(*3*)

 The thought is that these 5 issues have to be true if we really need to reinvent the recent meals provide chain.(*3*)

Step three: Pay attention and consider towards the frameworks you might have constructed (*3*)

It’s time to put this into follow. Let’s use our enlargement into retail for instance of how we labored by this with a latest 2021 resolution to start promoting our product by retail companions like Goal, grocery chain Jewel-Osco and supply service Gopuff.(*3*)

First, we requested: is that this nonetheless true to the core of what we do, our mission? Sure, we’d be making recent, wholesome meals extra accessible.(*3*)

Subsequent, does promoting in retail violate any nonnegotiables? Nope, it doesn’t. It’s nonetheless the identical handy, tasty product at an awesome worth.(*3*)

Do now we have a proper to win in the retail area? Sure, we’ve constructed economies of scale by our Fridge channel and are promoting the identical merchandise in shops utilizing the identical distribution community. Which means that another person attempting to promote the very same product would all the time be decrease high quality and never pretty much as good a price. We even have the model recognition constructed by the Fridge and supply channels that offers us even larger leverage.(*3*)

Lots of people have expressed shock at our pivot throughout the pandemic to house supply and retail, and if I had considered Farmer’s Fridge as that salad machine merchandising company, I might have been shocked too.  However that’s not how we considered ourselves. Internally, we had been marching in direction of utilizing new expertise to rebuild the recent meals provide chain. Whereas it wasn’t simple, it additionally would have been tougher to adapt if we hadn’t had such a transparent sense of our mission. By defining who you actually are, it permits you to be versatile however keep targeted as you pursue progress.(*3*)

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