The only definite thing about the retail landscape is that it’s constantly shifting—erm, yeah, that’s not exactly ideal for small businesses trying to find their footing. But having a circle you can turn to for guidance and expert insight is key. So when startups Hot N Saucy, Young King Hair Care, and Esembly heard about Target Accelerators, a program designed to combine the passion of entrepreneurs with Target’s teachings, network, and infrastructure, it was clear that the help they needed to nail retail readiness could, fittingly, come from the famous red bullseye.
Target Accelerators offers two tracks to help companies hone their skills: Target Forward Founders, for early-stage CPG companies to learn what it takes to be successful in retail, and Target Takeoff, which is ideal for mature CPG companies lookin’ to scale their goods.
Once the founders from Hot N Saucy, Young King Hair Care, and Esembly settled into their cohorts, it was time to get down to business.
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April 5, 2022
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3 small businesses
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When NYC-based chef Sam Davis-Allonce couldn’t find a hot sauce that packed enough kick to satisfy her pregnancy cravings, she set out to perfect her own.
By fall 2020, she was ready to deliver her line of veggie-based hot sauces to the masses—but she knew she needed some expert know-how to really heat up her retail biz.
solid brand pitch
clear path to retail
dependable peer and mentor network
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Target Forward Founders
An 8-week virtual accelerator program designed to help historically under-resourced founders of early-stage CPG companies better understand retail
Through 1:1 sessions, tangible feedback, and group working sessions, Sam tightened up her brand story and pitched her product line to retail experts during a mock line review.
Perfect the pitch
Sam had the opportunity to sharpen her skills as a CPG leader and create a guided, custom week-by-week plan to prep Hot N Saucy for retail success.
Create a retail action plan
By connecting with industry experts and cohort members, Sam found a community to lean on for pivotal retail knowledge and resources.
Utilize available networks
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5 varieties sold online and at national brick-and-mortar retailers
Key wins:
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sales were on fire during 2021 holiday season
Building out a biz takes time. “I learned the true reality of fundraising and where I need to be before getting to that step.”
Lessons learned:
Get your systems in order. “The program introduced me to the idea of using a proper accounting company, which has cleaned up my books and given me a clear picture of my business.”
“There are not many places and companies like Target who will guide you through everything needed and provide endless resources even after the program ends to help get you there.”
Final thoughts:
“The team helped us dream bigger and expand our vision for the brand. …
The leaders and staff you meet truly become champions of your brand while helping you navigate the complexities of mass retail.”
Final thoughts:
Timing is everything. “We found out what brands need to have in place in order to ensure their products make it to shelves, and the implications of what happens when they don’t arrive on time or in full.”
Think big. “Target pushed us to truly think about how we can holistically meet the needs of our core consumer and not just limit ourselves to one area.”
Lessons learned:
appeared on ABC’s Shark Tank to share the brand’s story and mission
debuted on Target shelves, exceeding first-year forecasts
Key wins:
RESTART
The head of Target’s beauty division showed the Millers how to drive greater resonance with their core consumers, while the diversity team helped them refine their marketing efforts.
Buff out that brand story
Young King workshopped their pitch and sought feedback from group working sessions and 1:1 meetings in preparation for a line review with a Target category buyer.
Build connections
The Millers gained the supply-chain insights needed to prep their business for mass market, from inventory supply to packaging and pricing to everything in between.
Learn about distribution
A 5-week virtual accelerator program for more experienced CPG companies ready to sharpen their skills and scale their products
Target Takeoff
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Liz Turrigiano and her partners set out to empower parents to make a different diapering choice for their kids, one that has a positive impact on the ol’ wallet and, of course, our planet.
After a decade running their NYC–based cloth-diaper laundering service, they launched Esembly, a line of some pretty stylin’ diapers, in 2019, and were eager to learn how to broaden their product reach and resonance.
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broadened visibility
well-crafted launch plan
analytical insights
“We weren’t sure we were ready for ‘big box.’ … The Accelerators program helped us gain the confidence we needed to feel ready!”
Final thoughts:
Explore your options. “The Accelerators program gave us a glimpse behind the curtain to see the different creative opportunities available to brands.”
Ask for help. “We needed someone to teach us the Target language and help us understand the process, from getting picked to having product available for sale.”
Lessons learned:
customer base grew significantly post-launch
launched with four exclusive prints on Target.com in August 2021
Key wins:
RESTART
Esembly wanted to feel ready to take on a creative launch on a larger scale—and the support and resources shared during their cohort gave them exactly that.
Boost confidence
Esembly worked closely with Target’s buyer team, which helped them better understand their product’s audience avenues.
Grow relationships
In-depth looks at retail analytics helped Esembly pitch their Target buyer a plan they felt they could definitely execute.
Solidify strategy
A 5-week virtual accelerator program for more experienced CPG companies ready to sharpen their skills and scale their products
Target Takeoff
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After their son Kade was born with a full head of hair, new parents Cora and Stefan Miller couldn’t find any natural styling products for young Black and Brown men.
They decided to fill the void in the beauty industry with their own line, which launched at the end of 2019. The Millers wanted help to further shape their story and get retail-ready.
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retail-partner relationships
refined brand messaging
supply-chain knowledge
Recipe for success:
Starting a business is a labor of love, and TBH, it takes guts. So when a small business steps up to the challenge, having industry experts provide the right insight, tools, and guidance isn’t just ideal—it’s everything.
Ready to accelerate your biz? Take your brand to the next level in the retail world through Target Accelerators.
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Click each logo below to see how Target Accelerators helped the founders take their brands to the next level.
Target Takeoff
Ingredients
Target Takeoff
Recipe for success:
Ingredients
Target Forward Founders
Recipe for success:
Ingredients
To conclude this re-tale …
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March 00, 2022
Marketers, meet your perfect match
