Pets - D2C - ingenuity scale30 Oct 2022 18:01
So I’ve been thinking about Ingenuity , they have about 1,000 staff, say they earn on average cost to the company 50k PA , then thats a wage bill of 50 million. then they have a lot of spare space . So it's big.
If i take my own situation with pets, my spend D2C in the last 3 years had gone from 200 pounds a year to about 2,000 pounds a year. ( Non Amazon), i get some Purina stuff, so if i am one of many its a growing market. I get quite a lot from an online site called Zooplus, its a German company , owned by PE shipping to 30 countries. Bought in 2021 for 3.3 billion Euro. I get purina products from them.
Purina is the overall brand for Nestle for their pet food, including Chappie and winalot for dogs and Felix for cats, these are just 3 of many.
So if for example if Nestle wants to centralise distribution for one brand and change existing arrangements then its a huge task.
The Brand ambassador in Nestle will instinctively say no, unless the growth in D2C means they need more capacity, they could of course keep all existing routes to market open and just addd new capacity through another partner.
If the Brand ambassador is too be Ok with the change / additional capacity, the first thing they will ask will be, will this damage the brand and will want all risk mitigated as much as possible, then they will look at the benefits.
So due diligence will include items such as,
- Capacity , now and future..so can you do it tomorrow and in 5 years time ( they don't change often unless they have to)
- Systems, processes and people are they robust , are they up to the job, can they cope with spikes / downturns in demand, what happens if a warehouse goes up in flames, have they got back up facilities, what are their disaster recovery arrangements
- Financials are they going to go bust , can they get additional funding if needed , what are their accounts like
- Security can someone get in and put poison/Impurities into the products , how can they prove that it didn’t happen when the goods were in their care
and many more.
And that to get 24 tins of dog food to me on time at price that i find acceptable.
Getting accounts / Brands like this is huge task.
I feel certain that THG can do it...