How a Leading Ready-to-Eat Meal Marketplace Created a Data-Driven Formula for Growth
The marketplace has made a name for itself by becoming the leader in the ready to eat meal customer retention, taking on the established market share from the multi billion dollar HelloFresh. Their relentless focus on input and output metrics, with simple yet flexible dashboards allowed them to find the keys to success and focus resources accordingly.
3
Flexible Dashboards
5
Strategic actions taken from the data
120%
vs. Financial Targets (2023)
The Challenge
This company embarked on its journey as an early-stage startup, facing the formidable task of outmaneuvering established industry leaders like HelloFresh while still optimizing its operations and margins. Operating within the dynamic landscape of a food marketplace, the company confronted a myriad of challenges and opportunities with limited resources. Navigating this terrain required strategic precision; despite having a promising product-market fit, they needed to prioritize initiatives intelligently to accelerate growth. Compounding these challenges was the state of the company's data infrastructure, characterized by a fragmented tableau system comprising hundreds of individual reporting views. This complexity made it arduous to discern the comprehensive operational landscape, hindering informed decision-making and efficiency.
Our Solution
During our tenure as full-time employees leading the data team at the company, we devised a meticulous metric tree to systematically connect input metrics and leading indicators with core output metrics. This framework provided a logical structure for understanding the cause-and-effect relationships driving business performance. Pairing this with flexible and robust dashboards, we empowered users to swiftly grasp performance trends and delve into the underlying reasons. These dashboards were designed to offer granular insights by breaking metrics down into dozens of behavioral segmentations, elucidating the factors influencing performance fluctuations. By implementing these solutions, we equipped them with the tools necessary to navigate the complexities of the food marketplace, driving strategic decision-making, and fostering sustainable growth even in the face of industry giants.