From B2B to D2C: Why, when and how manufacturers should sell underperforming products direct-to-consumer
B2B manufacturers can unlock new revenue streams by building direct-to-consumer channels for underperforming product lines. Discover when and why D2C is an effective approach, and how to efficiently build this new channel.
Insights from 50+ senior leaders across various industries
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What is it about?
In this whitepaper, we examine why specific products often underperform in traditional B2B channels, even if they are well-designed and solve a clear customer need. We show how a targeted direct-to-consumer (D2C) approach can unlock their potential as a parallel revenue stream. We also guide B2B manufacturers and component producers in assessing whether these underperforming product lines are a fit for the D2C approach. We outline a proven roadmap to build a D2C channel efficiently and make profitability forecastable quickly, while staying independent and safeguarding the core B2B business.
Who is it for?
This whitepaper is designed for senior decision-makers and leaders in B2B manufacturing companies. It is especially relevant for those managing product portfolios where certain lines underperform, and who want to explore if a direct-to-consumer channel could unlock new revenue potential.
Your take-aways from this whitepaper
When to move into D2C
Some product lines underperform even though they solve a real customer need, simply because they do not fit the channels they are sold through. The whitepaper outlines key indicators we identified, to assess the D2C potential of these product lines.
Why D2C can unlock new growth
Direct-to-consumer continues to grow across industries, and manufacturers can benefit just as much as consumer brands. Done right, D2C brings brand and pricing control, direct customer access, and revenue diversification.
How to build D2C fast and lean
In order to quickly launch a D2C business, specific organizational preconditions need to be in place for the D2C team, such as organizational independence and a lean and agile working mode. Following a stringent roadmap, which we share in the whitepaper, the business can launch and establish a clear path towards profitability within 12 months.
When to move into D2C
Some product lines underperform even though they solve a real customer need, simply because they do not fit the channels they are sold through. The whitepaper outlines key indicators we identified, to assess the D2C potential of these product lines.
Why D2C can unlock new growth
Direct-to-consumer continues to grow across industries, and manufacturers can benefit just as much as consumer brands. Done right, D2C brings brand and pricing control, direct customer access, and revenue diversification.
How to build D2C fast and lean
In order to quickly launch a D2C business, specific organizational preconditions need to be in place for the D2C team, such as organizational independence and a lean and agile working mode. Following a stringent roadmap, which we share in the whitepaper, the business can launch and establish a clear path towards profitability within 12 months.
The insights you will gain
- Know what it means to start a D2C channel for an underperforming product line
- Be able to assess whether your underperforming product line is D2C-ready
- Have insights into how a proven D2C roadmap for B2B corporates looks like
- Understand critical questions to ask when starting D2C
Register for early access now
Download the paper now
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Key numbers
77%
of participants cite revenue stream diversification as a primary reason for engaging in venture building
85%
of participants use revenue generation to measure the success of their venture building activities
67%
of participants say the venture building budget has either remained stable or increased over the past 12 months
59%
of participants believe venture building will significantly contribute to their company's growth and stability over the next 5 years
The experts behind this publication
Philippe Thiltges
Co-Founder & Venture Partner
Philippe has shaped the innovation landscape in Austria and Germany for more than a decade, having supported more than 150 corporates in their creation of sustainable innovation structures and governances. Through whataventure's focus on venture building, Philippe has supported the creation and growth of numerous corporate ventures. Philippe has been involved in projects with more than €100M funding.
Elisa Schweigkofler
Growth Architect
Elisa makes growth happen - with her experience in all fields of marketing and the in-depth knowledge in digital and performance marketing she gained working in hotel tech and omnichannel e-commerce, she finds the most efficient marketing mix to grow. Developing customer centric strategies in paid advertisements are the key for her, while always having an eye to numbers and performance.
Gunther Winkler
Venture Architect
Having lived and studied in Austria, the USA, Spain, and India, Gunther unites an innovative and creative mindset with a strong analytical foundation. Through previous experiences within startups, consulting, and non-profit organizations, Gunther built his passion for developing new ideas and building systems for long-term sustainable growth.
