Strategy Execution Life Cycle – All six phases of Guberno’s strategy execution lifecycle
Background context – The core business opportunity identified is that changing consumer trends is transitioning hydration consumer products from being episodic consumption as a remedy for dehydration due to illness to being an everyday consumed product to satisfy a range of illness, lifestyle, and health and wellness needs. The business had made good progress in creating a retail presence both in physical retail and on e-commerce in North America and was seeking a strategy to accelerate the growth and penetration of the brand.
Strategic Challenge –The strategic challenge was to establish a successful omni-channel strategy to grow aggressively a consumer products brand in Nth America. The business is part way along this business building journey having already attracting capital to invest in supply chain, product development and marketing. Seeking further capital to scale the brand, particularly in e-commerce channels, was the key focus of a further capital raise through the ASX listing process.
Strategic Activities – Guberno provided strategic and project management support across a range of workstreams leading up to and through the successful IPO capital raise process. Key activity workstreams included;
- Strategy development – Guberno facilitated refinement of a business strategy and in doing so clarify its vision, purpose and ambition, key target markets, preferred products and positioning, competitive environment, and the required internal capability platform to deliver against its ambition.
- IPO project management – Guberno worked with a range of broking, legal, and tax advisors to support the company in its IPO and ASX listing process. This included development of investor pitch decks, preparing management presentations, and completing key parts of the Prospectus.
Outcomes – The business was successful in raising $17m and securing listing on the ASX in December 2021. Guberno played a central role in bringing structured strategic thinking and disciplined execution management to deliver the key business objective of raising funds to support the next phase of business growth. Guberno maintains an ongoing strategic advisory role with the company to support it through the next phase of growth as a public company.
Key Learnings – Early phase companies are rarely short of ideas but almost always short on resources – both human and financial. Creating clarity of purpose to drive prioritisation is a key success factor in balancing constraints and successfully growing a business. The opportunity lies in identifying the critical few things that have high leverage on business outcomes and executing them well. Guberno worked closely with the management team to identify the high leverage activities and provided the necessary project management disciplines to assist the management team to execute them efficiently.