How to: build a truly consumer-led business, Nick Croft-Simon, White Rabbit
How To Start Up by FF&M
Nick Croft-Simon, is the co-founder & CEO of White Rabbit, the UK’s largest gluten free pizza brand & the No.1 contributor to growth in the category.
But this is a conversation about more than pizza. It’s about how to build a truly consumer-led business.
From building their own gluten free bakery to making the controversial data-led decision to introduce meat SKUs after starting as veggie and vegan this episode is about ownership, agility and listening hard when your customer speaks.
If you want to understand what “consumer-led” really means in practice - not just in a pitch deck - keep listening.
Nick's advice:
- Always listen to the consumer
- Aim high and don’t compromise
- You need your consumer to come back a second time
- Once convinced, your customers will spread the word and be your best advertisement
- Trust is everything
- Trade events can be useful if you choose very specific ones
- A consumer panel has been good for us; invite them to look closely at new products / question them exhaustively / listen to their answers. Honest feedback is gold
- Always put quality before everything else
FF&M enables you to own your own PR & produces podcasts.
Recorded, edited & published by Juliet Fallowfield, 2024 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason. Email us at hello@fallowfieldmason.com or DM us on instagram @fallowfieldmason.
MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence
