EICE - 4 Pillars of Success
Evaluation
Investment
Compliance
Execution
EICE
Pronounced "Ice"
The 4 Pillars define the process and clarify the phases needed to reach a clear decision on market entry, launch and success.
Evaluation
Does your product exist
Does the category exist
Which Channel is best suited for your product
What are the trends
Who are the competition
What does the competitive set look like
What is unique about your product
Would your product stand out
What is the cost of entry
Is this truly part of your strategy
Investment
Pre-Launch
Human, operational, time and financial resource needed for a successful project outcome
Overall compliance
Clarification of market entry, including customer acquisition, above and below the line marketing support
Return On Investment time frame
Long term scale-ability, how much is needed, over what period
Compliance
Organization
Products
Packaging
Claims and accreditation
Regulatory
National and local market standards
Supply chain
Strategic plan sign off
Execution
Launch planning
Customer meetings
Production planning
Supply chain implementation
Delivery to first receivers
Customer implementation
In market post launch support
Ongoing customer development and management
Manage and evolve the ongoing brand and marketing support program
Quote to live by
"If everyone is thinking alike, someone's not thinking"
General George Patton