As we look ahead, many of our clients are asking questions similar to those in 2020: what will a given target’s demand profile and growth path look like coming out of COVID under various timeframes/scenarios and how should we position our portfolio companies commercially and operationally to navigate challenges/opportunities ahead? Gotham’s dependable, robust analytical approach provides actionable, reliable answers to these questions, regardless of data quality/availability, market clarity/definition, operational sophistication, and industry or niche complexity.
For more details, below are some examples of our work during the pandemic:
Deciphering COVID-driven Customer Growth Outlook
Conducted a 3-week customer & market due diligence to establish: the growth outlook for the target’s key customers benefitting from COVID-driven demand; pressure sensitive label market dynamics; and the target’s competitive positioning. To this end, Gotham: built market sizing models forecasting COVID impact; conducted 27 interviews with target’s customers and competitors; developed growth outlooks for target’s key customers; and established pressure sensitive label market dynamics, key trends; and competitive landscape. Our client was able to move forward on its bid with confidence and successfully closed the transaction.
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Establishing Consumption and Shopping Behavior Post-COVID
Conducted 3-week early Phase I customer & market due diligence to: (1) establish the U.S./Canada retail premium dessert market size/consumer trends; (2) establish the U.S./Canada retail in-store bakery (ISB) dynamics; and (3) assess the U.S./Canada foodservice premium dessert market size/dynamics – all with the look to the COVID impact. To this end, Gotham: conducted a consumer panel survey; interviewed retail bakery managers, bakery buyers/category managers, and foodservice dessert buyers; analyzed NielsenIQ data at the product and retailer level; established the business outlook of key retail and foodservice customers; and established the competitive landscape for key dessert suppliers. Our fact-based market and competitive dynamics assessment allowed our client’ deal team to reliably inform its investment committee on the opportunity.
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Deciphering Nascent DTC Frozen Foods Fulfillment Market
Conducted 3-week customer & market due diligence to establish: frozen DTC fulfillment market size and the ability to sustain COVID-19 bump; the target’s competitive positioning in the frozen DTC fulfillment market; and the target’s reputation/positioning with foodservice distribution customers. Gotham: mapped universe of 350+ frozen DTC food companies; built bottom-up frozen DTC fulfillment market model; conducted 11 DTC fulfillment customer interviews; established competitive landscape of frozen DTC fulfillment services providers; and conducted 13 interviews and 73 online customer surveys of foodservice distribution customers. Gotham’s findings enabled our client to move forward confidently with the potential acquisition.
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Establishing Competitive Differentiation And Growth Outlook
Conducted a 3-week customer & market due diligence to establish the competitive differentiation and validate the growth opportunities of the target. To this end, Gotham: deciphered the complexity and evolution of digital marketing; conducted interviews with digital marketing buyers (including customers) and competitors; and created a digital marketing agency competitive database that profiled key competitors. Gotham’s assessment armed our client with a solid understanding of market dynamics/growth outlook and target’s reputation/ competitive position, allowing our client to proceed with confidence to successfully close the deal.
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Establishing COVID Impact And Local Market Competitive Dynamics
Conducted a 3-week customer & market due diligence to establish market size and growth outlook, assess target’s competitive positioning in its local markets, and establish the impact of COVID and wage increases on target’s business. Gotham: conducted anonymous interviews and surveys with janitorial services buyers (customer and non-customer); deciphered competitive dynamics in this highly fragmented market; developed a competitive database for each of target’s local markets; and built a market sizing model. Gotham’s assessment clarified our client’s key market and competitive dynamics concerns and gave them the confidence to proceed with the investment.
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Establishing Natural Gas Consumption Outlook In Light Of Decarbonization
Conducted 5-week customer & market due diligence to: (1) establish macro trends in NG usage; (2) establish market size and growth trends for NG LDC equipment; and (3) determine the competitive landscape for NG LDC equipment. To this end, Gotham: established historic and projected NG consumption trends by leveraging data available from government agencies; developed a country-level market sizing model; conducted interviews with customers, distributors, and competitors across Europe and North America; and performed extensive primary and secondary research to pin down the decarbonization trend and competitive landscape. Armed with a reliable, fact-based assessment of NG demand outlook, our client moved forward with confidence and closed the transaction.
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