P
ProHub
English 简体中文 繁體中文
Medium Revenue Growth Sales Strategy

The Hunter's Dog

#Pets #Pet Care #Food & Beverage #E-commerce #Direct-to-Consumer
ProHub Comment

This is a candidate-led revenue growth case that tests the candidate's ability to develop a comprehensive sales strategy for tripling revenue. The case requires structured thinking around market dynamics, competitive positioning, and business model considerations, with specific focus on DTC growth drivers and distribution channel expansion risks.

Estimated Time 15 minutes
Difficulty Medium
Source PeterK
50 / 100
Our client is The Hunter’s Dog, an online service that delivers freshly made dog food and allows customers to personalize food plans based on their dogs’ preferences. The company’s sales exceeded $120M in 2020. Despite their overall market share is less than 1%, their share in the direct-to-consumer (DTC) segment is 15%. Their current growth is healthy, but they would like to triple their sales over the next three years. They brought your team in to design a strategy to make it happen.

Clarifying Information

  1. The pet food U.S. market jumped by 10% in 2020, reaching $42B. The dog food market experienced similar dynamics
  2. The competitive landscape for dog food in the U.S. is fairly consolidated with Mars and Nestle controlling more than 60% of the market
  3. The DTC space is rapidly growing with a lot of newcomers
  4. Traditional distribution channels include Petsmart, Chewy, Petco, Amazon and Walmart