1. Turning a "bad" business idea into a "good" one
ClearLy
Bottled Tap Water
2. It all started with this as “worse”
classified business idea
3. So HOW to turn that around?
By extending the target groups and adding other
categories like active people, health and eco-conscious
people. And by attracting celebrities
By re-thinking the value propositions for the various groups
of customers: promoting water-drinking as a necessary
healthy habit, introducing the biodegradable bottle and
enhancing the offer with “flavored” versions of the product
(orange, lemon, kiwi)
Branding the product as healthy & stylish but very
affordable > reaching out to a much larger target group
By diversifying the marketing and customer engagement
techniques (social, club, events)
6. END
This presentation was done as part of a class
assignment for the
Technology Entrepreneurship Course
at Stanford University
(Fall 2012)
with Professor Chuck Eesley
