This week’s Delaney Report  features an article about GameChanger’s Minimum Viable Product MVP Program . The Delaney Report, edited by Tom Delaney, is one of the leading CPG industry newsletters, highlighting trends and industry news. Highlights from the article:
Making it Viable
Alameda, Ca.-based GameChanger Products is continuing to grow by giving consumer packaged-goods sellers better new product success rates. GCP offers marketers its “minimum viable product” program. “Companies don’t need ownership of the product. We do the (product) sourcing for them, the sales work and we report the results. We handle all the risks,” said GCP’s CEO Larry Popelka. “We find a (product) surrogate, repackage and repurpose it, and figure a way to sell it in a way that delivers the (company’s) idea. We’re doing this with 50% of the major (CPG) companies,” Popelka added.
GCP offers two test initiatives. An early-stage test. “It’s a weekend test. We limit the (product) units, set up demo booths and do product sampling with 300 consumers. We can tell quickly whether it’s a good idea or a bad one,” he said. Later test. “It’s eight-to-10 stores for 10-to-12 weeks. We’ll buy TV around the test stores, do event marketing, online, and mimic the marketing that would be part of a launch. We’ll do research on what (consumers) like or dislike about the product,” said Popelka…
GameChanger Products, LLC is an innovative marketing company based in Alameda, CA, that focuses on breakthrough new product concepts. Inc. Magazine ranked GameChanger at No. 1195 on the 2013 Inc. 500/5000, an exclusive ranking of the nation’s fastest-growing private companies. For more information, please see http://www.gamechanger.net