Stylish Spoon, a modern bakery founded by mom Ilana Eck, is geared toward professional women and busy parents looking for easy and healthy grab-and-go breakfast and snacks. Ilana's best-selling OatMEAL Cup, sold online directly to consumers, was inspired by her own need for a one-handed breakfast that she could enjoy and feel good about while nursing her newborn.
How Did COVID Impact Ilana’s Business?
The pandemic swiftly brought an end to in-person sampling and marketing events, Ilana’s primary marketing tool. She also lost a lucrative contract with a NYC grocery store chain.
How Did TAP Help?
TAP consultants Adelma Hand and Robbie Oxnard Bent provided Ilana with marketing and financial resources typically available only to Fortune 500 companies. Their sales analysis resulted in a shift to focus on her popular, high-margin OatMEAL Cups. Talking to consumers in focus groups inspired a rebranding strategy; not only did this new approach help Ilana target the right consumers, but it also informed a new virtual marketing strategy with a targeted referral program, perfect for her highly loyal consumer base. In addition, the TAP consultants created an inventory tracking tool to help Ilana time her package purchasing decisions, and they customized TAP’s PPP loan tracking tool to help her maximize loan forgiveness.
Where is She Now?
Ilana was able to cut costs and is thrilled to be reporting her first positive margin. TAP's recommendations for shifts in marketing, operations and finance have helped Stylish Spoon not merely weather the pandemic, but flourish.
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