In 2009, Brandon Green developed an idea for a new consumer goods product. A former banker and a native of Hopkinsville, Ky., Green conceptualized the idea of a new, branded, bottled-water product, but one that differentiated itself in order to stand out in a crowded market sector. The product, Wildcat Water (www.mywildcatwater.com), would do that in some important ways, but the journey from idea to successful launch had many important steps. This is a story of that journey.
The vision for a new product can sometimes be sparked by unlikely events and circumstances. It was 2009 and Green was following the Hoops for Haiti initiative, which was a new and unique approach to helping a country in need. From this an idea emerged that he nurtured into a different business model. He wanted to create a social enterprise within a free enterprise system, and one that would make a difference.
The idea was to launch a product that consumers develop an affinity for and then to return a portion of its sales to carefully selected charities that had a positive impact on children. Additionally, some proceeds are earmarked for job creation by funding scholarships and small business grants for Kentucky entrepreneurs. He decided to do this with a high-quality bottled water that would also be an alternative to sugar-based beverages. Consumers look for ways to make purchases that have a positive impact on their communities, and Wildcat Water makes it easy for them to do that.
However, coming up with this idea was the easy part. Launching any new consumer product is a formidable project. But to launch a product that some might say is merely “another” bottled water in a crowded market with established brands owned by very large corporations takes vision and determination.
The global bottled-water market is enormous, and the United States is the largest consumer market for bottled water in the world, at nearly nine billion gallons annually. That accounts for nearly 30 percent of the U.S. liquid beverage market. Americans drink more than 20 gallons of bottled water per capita per year.
And beverage industry giants such as Coca Cola are in this business. That means that for Green and Wildcat Water to succeed, it would have to be a well-thought-out venture.
Green began the next phase of his journey by researching and learning, which included reaching out to a myriad of contacts. To learn about bottled water, he became a “sponge” for facts, contacts, industry data, packaging, distribution channels, retail pricing, water, consumer behavior and much more. He also had to learn how to develop strategic partnerships and how to bootstrap his enterprise by tapping into financial and non-financial resources.
Slowly he developed a team of advisors, some of whom became partners in the enterprise. Like many smart entrepreneurs, he understood what he knew and what he didn’t, and he complemented his own skills and knowledge with those of others who joined the venture.
Brandon launched the product in 2012 and dramatically surpassed sales projections for the initial six-month launch period. In large part, this initial success was due to focusing on some key areas.
One was the formation of a team. David Towner, an experienced beverage industry executive, became director of business development and founding partner. Two additional partners are Mitchell Cuthoff, who is the director of public relations, and Marc King, the director of corporate development. Green’s wife, Emily, is another important part of the team.
Another focus area is, of course, the water itself. It was important that the product be a high-quality water. After much research, the company has strategically partnered with an artesian water resource in nearby Jessamine County.
The next area was packaging and, like many new product development efforts, far more time was spent on this than was expected. Numerous iterations of bottle designs and sizes were tested, and considerable time was devoted to the design of a logo and label for the bottle, a crucial element of the branding for Wildcat Water. The current product is an attractive 20-ounce bottle, with plans for a larger 750-ml size (about 25 ounces) that will be favorably priced relative to the competition.
To sell, the company needed distribution. The first retail account was Liquor Barn, and subsequently, Fan Outfitters was added, with more distribution points in the pipeline.
According to Green, “Last year I just had an idea for a concept, and today I have a rapidly growing brand.”
Current charities supported by Wildcat Water include the Children’s Advocacy Center of the Bluegrass, Big Brothers and Big Sisters of the Bluegrass and The Makenna Foundation.
You can keep up with Wildcat Water on Facebook.