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Strategic Restart:
How an FMCG Shop Found Its Path to €80M Revenue
Strategic Restart:
How an FMCG Shop Found Its Path to €80M Revenue
A leading FMCG company aimed to enter a new, more attractive market – a strategic building block for the company’s sustainable development. Two years after launching its online shop, the reality was sobering: monthly losses of around €30,000, no loyal customer base, high dependence on agencies, and unclear KPIs.
When I joined the project, it was clear: we didn’t need cosmetic adjustments, but a fundamental restart. With an agile team, we developed a new value proposition and identified target groups using network analysis. At the same time, I examined the cost structure with a Sankey diagram – the biggest sources of deficit quickly became visible.
A leading FMCG company aimed to enter a new, more attractive market – a strategic building block for the company’s sustainable development. Two years after launching its online shop, the reality was sobering: monthly losses of around €30,000, no loyal customer base, high dependence on agencies, and unclear KPIs.
When I joined the project, it was clear: we didn’t need cosmetic adjustments, but a fundamental restart. With an agile team, we developed a new value proposition and identified target groups using network analysis. At the same time, I examined the cost structure with a Sankey diagram – the biggest sources of deficit quickly became visible.
With a mini-budget of just €1,500, we launched an open-source shop that, for the first time, offered subscription functions, an AI chatbot, marketplace connections, and integrations with DHL, DPD, Klarna, PayPal, and accounting. Warehouse processes were restructured with spaghetti diagrams and Gemba walks: shorter routes, lower error rates, more efficient picking.
The company not only regained full control over its shop and data but also reduced fixed costs by several thousand euros per month. More importantly, we laid the foundation to realistically aim for €80M revenue mid-term – with clear KPIs, lean processes, and scalable structures.
With a mini-budget of just €1,500, we launched an open-source shop that, for the first time, offered subscription functions, an AI chatbot, marketplace connections, and integrations with DHL, DPD, Klarna, PayPal, and accounting. Warehouse processes were restructured with spaghetti diagrams and Gemba walks: shorter routes, lower error rates, more efficient picking.
The company not only regained full control over its shop and data but also reduced fixed costs by several thousand euros per month. More importantly, we laid the foundation to realistically aim for €80M revenue mid-term – with clear KPIs, lean processes, and scalable structures.
Situation
Market leader in a stagnating core market
Goal: entry into a more attractive market via online shop
After 2 years: €30,000 monthly loss, no loyal customers
High dependency on agencies, unclear KPIs
Actions
Development of a new value proposition
Target group analysis using network analysis
New open-source shop (€1,500 budget) with new features and integrations
Introduction of illustrated picking lists & route principles
Results
Fixed costs reduced by several thousand €/month
Full control of shop & data regained
Realistic revenue perspective: €80M mid-term
Picking error rate reduced by more than >70%
The chosen open-source solution enabled direct integration with a free ERP system. Thanks to the interfaces and process optimizations in operations, significant capacity was freed up.
This allowed the company to fully focus on sales – with a budget that could almost entirely be invested in marketing, as development costs were negligible.
Value Chain Activities Impacted
The chosen open-source solution enabled direct integration with a free ERP system. Thanks to the interfaces and process optimizations in operations, significant capacity was freed up.
This allowed the company to fully focus on sales – with a budget that could almost entirely be invested in marketing, as development costs were negligible.
Further Use Cases
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