Heidi Ho Founders: Heidi Lovig and Lyssa Story Founded: 2011, in Portland, Oregon Success: After deciding...

 

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Heidi Ho Founders: Heidi Lovig and Lyssa Story Founded: 2011, in Portland, Oregon Success: After deciding to develop their own vegan cheese substitutes, the founders of Heidi Ho went on to generate fund- ing from the hit reality show Shark Tank and gained entry into Whole Foods Markets. After becoming a vegan, entrepreneur Heidi Lovig was dis- appointed in the lack of vegan cheese alternatives available. Together with partner Lyssa Story, the two devised a dairy and gluten-free vegan cheese substitute they hoped would gain acceptance among vegan consumers. They decided to special- ize in plant-based cheeses made from organic ingredients. Five months after it was created, Heidi Ho was offered shelf space in Whole Foods Market, a leading national retailer of organic and natural health food. The Whole Foods deal put Heidi Ho on the radar of consumers across the country, drasti- cally increasing the popularity and securing the success of the fledgling startup. The company soon had the resources to expand its product offerings and obtain certified organic status from the U.S. Department of Agriculture (USDA). Perhaps most importantly, the company gained recognition as a suitable cheese alternative deserving of a presence in the grocery aisle. Indeed, the compa- ny's appeal was confirmed in 2014 when Heidi Lovig represented her company on the reality show Shark Tank and successfully raised $125,000 for 30 percent equity in the company. Discussion Questions 1. Describe the different elements of the marketing strategy that Heidi Ho adopted in developing and popularizing its products. 2. What is the target market of Heidi Ho's vegan cheese substitutes? 3. What variables of buying behavior would be most likely to influence a consumer's purchase of vegan cheese substitutes? Heidi Ho Founders: Heidi Lovig and Lyssa Story Founded: 2011, in Portland, Oregon Success: After deciding to develop their own vegan cheese substitutes, the founders of Heidi Ho went on to generate fund- ing from the hit reality show Shark Tank and gained entry into Whole Foods Markets. After becoming a vegan, entrepreneur Heidi Lovig was dis- appointed in the lack of vegan cheese alternatives available. Together with partner Lyssa Story, the two devised a dairy and gluten-free vegan cheese substitute they hoped would gain acceptance among vegan consumers. They decided to special- ize in plant-based cheeses made from organic ingredients. Five months after it was created, Heidi Ho was offered shelf space in Whole Foods Market, a leading national retailer of organic and natural health food. The Whole Foods deal put Heidi Ho on the radar of consumers across the country, drasti- cally increasing the popularity and securing the success of the fledgling startup. The company soon had the resources to expand its product offerings and obtain certified organic status from the U.S. Department of Agriculture (USDA). Perhaps most importantly, the company gained recognition as a suitable cheese alternative deserving of a presence in the grocery aisle. Indeed, the compa- ny's appeal was confirmed in 2014 when Heidi Lovig represented her company on the reality show Shark Tank and successfully raised $125,000 for 30 percent equity in the company. Discussion Questions 1. Describe the different elements of the marketing strategy that Heidi Ho adopted in developing and popularizing its products. 2. What is the target market of Heidi Ho's vegan cheese substitutes? 3. What variables of buying behavior would be most likely to influence a consumer's purchase of vegan cheese substitutes?

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1 The marketing strategy adopted by Heidi Ho in developing and popularizing its products involves a variety of elements First Heidi Ho specialized in ... View the full answer