Innovation & Go-to-Market Strategy
How We See Innovation
Markets demand more than products and services that avoid doing harm — today’s consumers are prioritizing socially-conscious businesses that actively do good.
From day one, our company has been rooted in the belief that business and social impact aren’t mutually exclusive. Instead, business can be a chief driver of social impact through creative transformation and new ideas that throw out old playbooks and traditional ways of thinking.
We have extensive experience creating ethical, sustainable, and inclusive product roadmaps that resonate, helping companies do well by doing good.
Using our non-linear planning and operational flexibility approach, we work with venture firms, product teams, and innovation leads to find value at new frontiers.
At 18 Coffees, we take a non-linear approach to go-to-market strategy.
The traditional go-to-market approach where teams define the market, value proposition, and product strategy in a linear process just doesn’t work in a fast-moving world. Instead, our approach at 18 Coffees is a grow-to-market strategy where linear planning and strict market definitions are replaced by operational flexibility and constant learning.
We believe in a simple but powerful idea: that markets are made of people, and we can listen and learn from them. We’ve worked with venture firms and product teams to find value at new frontiers using our approach:
Market Research
Brand Development
Product Strategy
Value Proposition & Strategic Advantage
Launch Marketing Strategy
We’re experts in the conscious consumer market.
Because of our background in consumer marketing and political advocacy, we are well-versed in what drives the new class of conscious and inclusive consumers. We know how to design and market products for companies seen as living their values.
Product teams looking at possible paths to full potential have to consider not only their ambitions, but their convictions. 18 Coffees has helped our clients pursue new sources of strategic advantage while staying true to their mission and values.
How can we help?
Innovation and Go-to-Market Strategy Capabilities
FOCUS
Market Research
OUR APPROACH
Understanding a prospective market is a crucial component of scenario planning for any innovation. We conduct market research and manage a discovery process that includes collecting quantitative and qualitative data through internal and external stakeholder interviews and deep data dives to make recommendations based on your organization’s insights, challenges and goals.
FOCUS
Product Strategy
OUR APPROACH
From the ethical implications of tech to ensuring diversity, equity, and inclusion, we know there is a lot to consider when developing your next product. We channel our innovation and subject matter expertise to help clients build products and services that are more ethical, inclusive, and effective for all.
FOCUS
Change Management
OUR APPROACH
Any innovation brings change — if your organization is going to tackle big problems and explore new frontiers, then your team members must build change as a core competency they can lean on time and time again. With years of change management experience, 18 Coffees guides teams through customized, hands-on workshops that foster leadership development, adaptability, and other key skills required to help innovation thrive.
FOCUS
Launch Marketing Strategy
OUR APPROACH
You only get one chance to launch a product or brand. 18 Coffees generates creative launch marketing strategies that not only build awareness across key platforms, but also gather first-party data to support business goals and strategic KPIs.
FOCUS
Custom Solutions
OUR APPROACH
Looking for something else? We thrive on innovative collaboration and love working directly with organizations to customize client engagements according to your company’s culture and goals.
Innovation & Go-to-Market Strategy Case Studies
“The versatility of the 18 Coffees model has been ideal for us. We have a core team with a lot of creative strength in many areas, and complete blind spots in others. Having 18 Coffees nimbly resource and quarterback us through various stages of our launch plan is something I really don't think would have been feasible for a less constellating partner.”
— Michael Healy, CEO at Guild Row