The 2019 summit featured 15 sessions across two streams to help drive growth for businesses at all stages. Stream 1 featured the annual Naturally Good Pitch Fest and B2B strategies to including getting on shelf with some of Australia’s largest retailers, profitable trade spending, and implementing digital for trade and wholesale growth. Stream 2 delivered the latest cutting-edge consumer marketing strategies across content, social, digital and partnerships plus exporting to the US and case studies from some of today’s fastest-growing brands.
The Business Summit will return next year, Friday 29 May 2020.
As Australia’s market for healthy products matures it’s important to take a step back and look at the factors driving growth today and into the future. Competition has increased, consumers are both savvy shoppers and at peak health awareness. We’re impacted by the purchasing superpower of Millennials, preparing for the rise of Generation Z, and the search for functional healthy ageing solutions is relevant across the generations.
While North America’s $200 billion+ natural products market - the world’s largest and fastest-growing market for natural, organic, and better-for-you products - remains a key indicator for what will hit Australian shores next, an understanding of influential domestic factors is crucial to executing both locally and in other global markets.
Join renowned natural products consultant Bob Burke as he leads this discussion with Alistair Leathwood, Chief Commercial Officer – Asia Pacific, IRI covering food and beverage, beauty and personal care and natural health to make sense of what’s both now and next, why, how to take advantage to position your brand for future success.
Increased revenue, decreased costs and increased customer satisfaction – these are the goals of every business owner. There are near endless benefits to moving your business systems to the cloud but ultimately, selecting the right applications can help increase profits. Rapid developments in cloud-based applications means you can say goodbye to juggling multiple spreadsheets or relying on outdated legacy software to manage your growing operation. This session takes a first-hand look at the benefits of moving your business systems to the cloud, how to choose the right applications to drive efficiency, and overcoming the main challenges.
Learn how to get on shelf with major retailers of natural, organic, healthy and premium food and beverage, natural health and beauty and personal care with our panel of elite heavy-weight retailer managers and buyers. They’ll share their extensive experience in buying for major Australian retail across mainstream and independent grocery and the evolving health channel. Gain insider intel on how ranging decisions are made; pitching essentials and how to stand out; attributes of successful products and sought after product types; processes and mandatories; and key actions you can take tomorrow to perfect your pitch to retail.
• Jessica Maree Gordoun, Commercial Category Manager at Coles Local, on the Coles Local strategy, how it supports smaller suppliers and can be a pathway into the broader national grocery network, readiness to supply and hidden costs
• John-Paul Drake, Director of Drakes Supermarkets, on the company’s vision for growing natural, organic and healthy; in-demand products; the importance of packaging; vertical integration and Drakes’ omni-channel approach to business
The digital marketing landscape is changing faster than most marketers or brands can keep up. In the APAC alone Facebook IQ and the Boston Consulting Group believe reducing digital friction is $325 billion opportunity. Every business can continuously iterate in the age of digital to minimise friction and must do so to remain relevant to today's consumer. Mathew Slavica is the founder of Digital Stand and one of Australia’s foremost experts in digital marketing. He’ll share the digital and social media strategies you must employ to drive growth in today’s market. You’ll leave this session with a deep understanding of the principles that work, and how to execute against this framework from an on-going basis.
Trade spending and promotions are standard practice in retail, but seem to grow more complex, more numerous, more expensive, and less manageable every year, leaving many brand owners feeling frustrated and ripped off. At an average of 15 per cent of sales (and up to 30 per cent for earlier stage companies) monies spent with retailers and distributors is the largest line item on the P&L after COGs – and should be thoughtful, strategic investments.
Veteran health product consultant Bob Burke understands the brand owner and buyer perspective and has seen many successful trade programs, and some epic fails. He’ll explain why trade spending and understanding your buyers’ perspective is critical for every brand owner selling via second and third parties – and how to push back where necessary.
· Components of trade spending explained from rebates, incentives and fees to sampling and co-op spending
· The buyer perspective and how to work together to develop an effective program
· Goal setting, tracking and evaluating trade spending and profitability
· Managing deductions and unexpected chargebacks
The environment for health brands has changed dramatically during the last few years – growing competition, shrinking shelf space and the ever-changing demands of today’s hyperconnected consumers where personalisation is key, trust is earned, and brands are expected to do, say and be more.
Targeting niche audience segments not only helps brands cut through the noise and increase engagement, but delivers access to new lucrative opportunities.
Peta Shulman is the founder and driving force behind the epic growth of the GoodnessMe Box. She’ll share a decade of experience in reaching niche health audiences both on and offline, including:
· Strategic approaches to going niche without alienating your existing market
· Cost-effective partnerships and how to get a brand 10 times your size to join forces with you
· How smaller and emerging brands are getting the advantage over larger players with niche marketing
· Online and offline examples and case studies in discovering, connecting with and building niche communities
Business-to-business sales are on the verge of a revolution. Major B2C e-commerce players like Amazon have raised the bar for efficient and effective customer service. From online shopping, to banking or ordering our next meal delivery via mobile, we want fast, efficient service – where, how and when we want it. Yet according to McKinsey, our experience in B2B lags behind, with B2B decision makers most frustrated by lack of speed in supplier interactions, well ahead of price. While B2B sales can be more complex, companies embracing digital strategies are reaping the rewards with five times greater revenue growth than their peers using solely traditional methods.
Experienced omni-channel sales and marketing specialist Sonya Keenan shares how to initiate or enhance digital business practices to improve customer relationships, satisfaction and retention; increase efficiency and sales power; and ultimately improve B2B conversion. With more than 20 years in sales and marketing roles, Sonya shares practical insight to help you use digital to get more products on shelves!
Key learnings include:
· How to find the right balance with digital B2B sales and create hybrid online and offline customer journeys
· Essential and next-level tools to increase conversion and efficiency at key stages of the sales funnel regardless of your business size and stage
· Why companies that integrate sales and marketing functions have the edge
The customer journey is fragmented across multiple channels and devices, making it increasingly harder for brands to breakthrough and connect with their audiences. But there is a way. Producing content native to the platform the consumer is on and customised to where they are in the buying cycle, is critical for any brand looking to achieve and maintain market leadership. Web Profits' in-house marketer, Tam Al-Saad, takes a deep-dive into the content marketing approach Bellamy’s Organics used to win new customers (and retain existing ones) in this detailed case study. You’ll leave this session understanding how to build your own content marketing strategy based on your business goals and customer insights, including which platforms work best and the type of content to use for each phase of the sales funnel.
In this intimate lunch and learn session, Uplift Food founder Kara Landau talks about her journey as an early-stage start-up to securing funding from snacking giant Mondelez International. She’ll discuss the highs and lows since winning the 2018 Naturally Good Pitch Fest, to setting up US operations and expanding globally. Grab a bite to eat and hear from one of your peers about what it’s taking to build value in, and scale a rapidly growing company. Kara will be joined by Katrina Borisjuk Cohen, Director, SnackFutures Innovation, at Mondelēz International to give insight into what made an early stage start-up attractive to their investment fund.
Present your brand at the Naturally Good Pitch Fest or watch your peers to learn and grow.
The Pitch Fest is packed with invaluable gold nuggets to help you fast-track your success! As a presenting brand you’ll get specific advice on your greatest challenges. If you're in the audience, this is an opportunity to grow with your peers as our panel of esteemed veteran judges share their insight with our five finalists.
If you want to crack North America’s $200 billion+ natural products market and get your products on the shelves of the biggest natural retailers, Exporting to the US is a must. North America is one of the world’s largest markets for healthy products and offers many opportunities for Australian brands. Learn how to take advantage with renowned natural products consultant Bob Burke. Bob has been assisting bring natural, organic and specialty products to market across most classes of trade for more than 20 years, working with a wide variety large veteran natural companies, early stage and pre-revenue start-ups across all categories of food, beverage, supplement, personal care, cleaning and more.
He’ll take a deep dive into market entry fundamentals, including:
• Market overview and planning fundamentals, including the size, scope, and customer expectations
• Key entry points and players, including the roles of the broker, distributor, importer and e-commerce in your overall strategy
• Cost of going to market, including retailer and distributor margins
Hear from the founders of some of Australia’s fastest-growing health companies as they explore the factors contributing to their success - what have they done differently, how have they overcome some of their greatest challenges to leverage for growth, and how can you stand on their shoulders to achieve your goals? This is a chance to hear from those who’ve walked your path, and have burning questions answered to help you deal with some of your biggest business challenges.
Moderator and US natural products consultant Bob Burke leads this discussion with 20+ years of insights from his hands-on role helping some of America’s greatest natural and organic companies from heritage brands to start-ups.
He’s joined by Cindy Luken, founder of luk Beautifood, who understands what it takes to raise funds, grow a brand, and build a business to scale via multiple channels; Caleb Marshall, who took Tropeaka from zero to hero via Direct-To-Consumer e-commerce by targeting an underserved market; and Paul Davidson, who co-founded Koala Eco with the Asian market in mind to succeed both locally and globally.
A new generation of digital native brands is bypassing traditional retailers to create, market, sell, and ship their products themselves. New SaaS technology has reduced barriers to entry, and an explosion of direct-to-consumer (D2C) e-commerce companies are challenging the status quo, radically changing consumer expectations, preferences and the way they shop – all while achieving exponential growth. What sets these brands apart, and if you're not already selling D2C what does it mean for you? Laura Doonin is a leading tech and digital commerce strategist, winning The People’s Choice TedX Idea of Note and Top 50 People in Ecommerce 2019.
· Why D2C should be part of every brand’s distribution strategy
· Winning strategies used by some of the most successful D2C brands
· The current brand/retailer relationship and how to navigate change
· eCommerce SaaS technology and the best platforms compared
The tale of Organic and Raw Trading Co. founder Anthony Crabb brewing kombucha in the back shed to being acquired by Coca-Cola after nine years was one of Australia’s highest profile food and beverage acquisitions of the last year and a turning point in the Australian health food industry.
Organic and Raw Marketing and Sales Director Andrew Buttery joins Design for Health Managing Director Peter Barraket to take a step behind the story to the nuts and bolts of building a fast-growing company and Australia’s favourite kombucha brand, MOJO.
Hands on for the last three years, Andrew shares inside intel on the challenges, key turning points and critical factors in building company value, from product development, managing growth, culture and innovation to cashflow and debt and, of course, what’s next.
About your host:
Peter Barraket draws on almost 20 years’ experience in the health industry with the likes of Blackmores, Vitaco, Mr Vitamins and Goodman Fielder, and his current position with Designs for Health and as CEO of consultancy Natural Core.
Innovation is often born of necessity, but those companies at the leading edge also challenge the status quo to create something truly new and unique. This type of disruptive innovation creates whole new market categories or subcategories around customer needs previously overlooked. But how do you overcome the challenge of always challenging? Challenging the status quo is a challenge in and of itself and having a new, change driving idea isn’t enough. You have to actually bring that idea to life, uniting your vision with the now, with regard for the market, your team and company culture.
Monash Food & Innovation Centre CEO Angeline Achariya draws on two decades of experience in high-level FMCG roles to excite and inspire, delivering actionable insights to help you integrate today’s learnings and be a true innovator in both domestic and global markets.