Gardening Product Strategy

Project Overview 

This project supported an established gardening business that wanted to explore whether adding an innovative product—specifically a vertical gardening solution—would resonate with its current clientele. The business wasn’t looking to expand aggressively, but rather to offer meaningful options to its existing base of mostly older, affluent customers. The challenge was to align potential new product offerings with stakeholder expectations and assess feasibility based on usability, aesthetics, and brand alignment.

• SMART Objective: Recommend vertical gardening tools and marketing strategies to grow reach by 20% within 6 months.- Stakeholders & Needs: The project engaged a variety of stakeholders including:

  • Gardener (Owner): Responsible for selecting meaningful products that align with their brand values and customer expectations.

  • Technical Director: Oversaw product integration on the website, search optimization, and digital campaigns to support product exposure.

  • Existing Customers (Primarily older, affluent, retired individuals): Expected accessible, aesthetically pleasing, and low-maintenance products suitable for home use.

  • Vendors: Required insights into target demographics, product features, and shipping considerations.

• Solution Requirements & Design: Evaluated features like materials, usability, certifications, shipping feasibility.

• Tools Used: Benchmarking, Market Analysis, Document Analysis

• My Role: I performed competitor benchmarking and product analysis, facilitated feedback sessions, and created a prioritized strategy for outreach and digital promotion. I communicated strategic insights through both visual summaries and presentations to align internal teams and decision-makers

See more details here.