SURVIVOR

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Marketing & Business
Strategy Outline

Angela Kahn
March 2020
Achieving success critical
• Startups face a critical period where they are
between life & death very early in the
roadmap
• This needs to hit the ground running even with
limited resources
• Need for quick wins to provide investor
confidence
• First-mover in niche is key to success

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Problem/Solution
The Solution:
Survivor is an health
The supplement designed to mitigate
Problem: the harmful effects of alcohol
Alcohol consumption has a consumption. Survivor’s active
devastating impact on health and ingredients accelerate the breakdown
productivity, at every level of of alcohol and its first metabolite,
consumption, globally. acetaldehyde, in the body. It also
replenishes depleted nutrients
and aids quality of sleep.

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Positioning

• A premium high quality, science-backed

supplement to help alleviate the effects of
alcohol. Emphasis on “It works”.

Product
• Produced in the UK thus providing high
quality assurance & compliance as well as
clinical trials evidence
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The 6 steps
1. NICHE
Own an ultra-specific niche
target market:
The niche need of alcohol
‘countermeasures’ must be a
synonym to Survivor
4. CRM
Lead capturing is the process
that must be implemented for
saving leads’ contact
information. This step before
nurturing leads… and convert
them into paying customers.
2. MESSAGE
Own a message the target
market responds to:
What is the one thing that’s
keeping them up at night? What
do they worry about at 3 a.m
when they’re lying in bed
thinking?
5. AUDIENCE
Create loyal audience by delivering a
world-class experience.
Goals in marketing are to take a step
beyond the transaction. With an
endless amount of options, people
are seeking something special today.
They want to buy from a company
who can deliver a wow experience.
3. REACH
Engage target market with consistent
message and exciting content via
media. Integrated Digital marketing,
Social Media, Facebook ads,
infuencers, Brand Ambassadors or
Google ads, offline marketing, paid
messaging is done through direct mail
or print advertising.
6. VALUE
Increase your lifetime customer value
It’s much easier to convert an
existing customer than a brand new
customer. Maximize offer =
Maximise returns through
subscriptions, memberships and
widening portfolio
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Communication strategy
• Digital media is the core channel for Survivor.
• Due to the demographics (men 25-45) specific
content catered to these audiences can
generate leads and conversions.
• The communication must be innovative, edgy,
cutting edge and unique
• Women must also be addressed since they are
susceptible to alcohol intolerance

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Communication tools
• Engaging content
• Merchandising
• Banner ads
• Cross platform advertising
• Trade shows
• Advocacy programmes
• Sponsoring
• Free samples

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Public Relations
• An extensive PR plan is a moderate cost and
highly effective tool. There are many options
for various PR events and PR content, from
personal experiences, feedback, scientific
information from doctors.

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Other Promotion
• Smart Merchandising
– In store placement next to alcohol
– Visible, impulse buying placement
• Third-party marketing
– Co-marketing arrangements with other
companies such as with clothing/sports brands
• Marketing programs
– Consumer promos in universities, cafes, clubs,
resorts where the t-audience can be
approached

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Pricing
• Pricing
– Cost should be premium to support high quality
image, but still affordable for younger
audiences
• Policies
– Incentivise consumers to ‘trade-up’ though
subscription schemes

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Distribution
• Distribution is mainly via fulfillment (ecommerce)
• Other Channels of distribution
– C-stores, pharmacies, supermarkets, gyms, health
food stores channels of distribution
• Distribution by channel
– 80% online and 20% offline

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International
• International distribution should be achieved
through country/regional agreements and
global e-commerce both DTC and through
other platforms
• International pricing strategy should be
consistent
• Localization issues addressed will include
ingredients, claims, packaging variations,
messaging

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Success Metrics
• First year goals based on resources available
• Organizational structure
• Active innovation pipeline
• Relentless communication

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