Brand Strategy | Market Insight | Audience Research | Strategic Planning

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Challenge

Mimmo's Gourmet Gelato approached me with an exciting growth opportunity and asked for support in developing a grant application to help bring their vision to life.

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Before building out the project, however, we needed to understand the market, the audience and the opportunity in much greater depth. The challenge was to move beyond assumptions and develop a clear evidence base for where Mimmo's could play, who it could serve and how the concept could differentiate itself in a competitive market.

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Brand Discovery

I began with a deep dive into the business, exploring its history, values, strengths and ambitions, alongside the customer experience and the broader market landscape.

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Through brand discovery and audience analysis, I explored:

• Customer needs, motivations and behaviours

• Audience segments and potential growth opportunities

• Competitor positioning

• Market trends and gaps

• Brand strengths and points of difference

• Opportunities for future growth and development

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The focus was on understanding not just what Mimmo's wanted to do, but why the opportunity mattered and where the strongest potential lay.

 

Market Insight

I translated the research and strategic exploration into a comprehensive Market Insight Report, bringing together the key findings, opportunities and recommendations in a format that could be used to guide future decision-making.

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The report provided Mimmo's with a clearer understanding of its audience and competitive environment, while identifying opportunities to strengthen its positioning and create a more compelling proposition.

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This work also formed an important part of the supporting strategy behind the grant application, helping turn the business idea into a clearly articulated and strategically grounded proposal.

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Outcome

Mimmo's was successful in its grant application, securing government approval to move forward with the proposed project. While the broader initiative did not ultimately progress beyond the discovery phase, the strategic work delivered during the engagement created a strong foundation for future development and provided the business with valuable market and audience insights that extended well beyond the grant application itself.

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For me, the most valuable part of the project was the opportunity to dig beneath the surface of the business and uncover the evidence, audience insights and strategic opportunities that could shape its next chapter.

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Reflection

This project was a great reminder that good strategy doesn't always end with a launch. Sometimes the most valuable work happens before a single piece of creative is produced.

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I loved getting under the skin of the Mimmo's brand, understanding the audience and wider market, and turning a big idea into a strategic case for investment. It was a substantial piece of research and thinking, and I'm proud that the work helped support a successful grant application and government approval to proceed.