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Explaining the product's value 
in the new category

About Unibloom

  • In today's world, where climate change is a pressing issue, food and agricultural companies must embrace sustainable practices to thrive. Enter Unibloom—a climate data & simulation platform designed specifically for agriculture businesses. 
     

  • It empowers sustainability managers, innovation & procurement teams in real time to model emission & cost reduction & investment scenarios, empower data-driven collaboration across departments, and make financially sound climate decisions - faster, better & cost-effective. With innovative data integration and a predictive simulation & planning tool, Unibloom goes beyond traditional carbon accounting and offer a climate sourcing & innovation optimisation tool for cross-functional prioritisation of optimal solutions towards future targets. 
     

  • It delivers a comprehensive workflow that helps companies hit their science-based targets, mitigate risks, and build lasting value with their customers—all while transforming daunting spreadsheets and fragmented data into clear, actionable insights for innovation & procurement teams who needs to work closely across the value chain. 

Challenges

Despite its innovative offerings, Unibloom is navigating several hurdles in its journey to attract new customers. Here are some of the challenges we've identified:

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  • Many potential customers see Unibloom as just another carbon accounting or data provider, missing its unique advantages.

  • Sustainability managers often find it tough to communicate the true value of our platform to leadership.

  • The concept of "predictive climate action planning" is unfamiliar to many companies.

  • There’s a need to stand out from traditional reporting tools and consultancy approaches.

  • Unibloom must effectively showcase its ability to foster cross-departmental collaboration and precise scenario planning.

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How we set out to tackle Unibloom’s growth obstacles:

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To address these challenges, we followed a story-led positioning framework. 

Our ultimate goal? To craft a narrative that invites potential customers to see themselves as part of a bigger movement toward more efficient, data-driven sustainable innovations & sourcing solutions. We organised our approach into three interactive sessions.

Solutions
Session 1: Crafting the strategic narrative

  • In our first session, we focused on building Unibloom’s overarching story that resonates with the entire buying committee. We utilised a strategic narrative framework to define key elements of Unibloom’s story:
     

  • Hero: Sustainability managers (and work closely with procurement officers) in agriculture striving to meet their 2030 goals amid complex data management challenges, limited collaboration, and restricted decision-making power.
     

  • Market change: The growing regulatory pressures (like CSRD and deforestation regulations), sourcing costs are souring and changing expectations from corporate customers.
     

  • Stakes of remaining with the status quo: For businesses, risks include losing major clients, facing financial penalties, and potential supply chain disruptions and cost increases. For sustainability managers, job security and professional credibility are on the line.
     

  • Villain: An unwieldy, ineffective data management system represented by overwhelming spreadsheets that foster siloed efforts and short-sighted thinking.
     

  • Promised Land (ideal case scenario): The ideal scenario where sustainability managers can collaborate in real time with innovation & procurement to achieve their targets, boost business performance, and climate reduction or improved biodiversity targets in cross-departmental teamwork, cost-effective and with speed..

Session 2: Defining Unibloom’s positioning

  • In our second session, we honed in on Unibloom’s position as the go-to tool for helping sustainability managers reach their goals.

  • First, we conducted competitive landscape analysis: we assessed industry standards, pinpointed competitors' weaknesses, and highlighted Unibloom’s unique differentiators.

  • we clarified Unibloom’s product category and its role in the marketplace.Second,

  • Third, we focused on the value proposition development. We outlined how Unibloom delivers value in ways that matter to potential clients.

  • Fourth, we identified key differentiators. We spotlighted features such as an integrated data approach, scenario simulation capabilities, alignment of financial and sustainability metrics, and collaborative workflows.

  • This session was crucial in cultivating a clear, strategic understanding of Unibloom’s market position and value proposition.

Session 3: Developing engaging messaging

  • In our final session, we focused on crafting a messaging framework that resonates with Unibloom’s key audience. Here’s what we achieved:

  • We outlined the challenges faced by Unibloom’s target audience. Identifying key pains:

  • We explained how our product alleviates these challenges.Articulating claims:

  • Highlighting gains: We shared the benefits that sustainability managers experience when using Unibloom.

  • We also completed Unibloom’s messaging house (see next slide) that includes:

  • Our overarching narrative that brings all stakeholders together.The roof:

  • Speaking directly to our buying champions and guiding conversion efforts.The value proposition:

  • Serving as the sturdy foundation of our messaging.Positioning:

  • Messaging pillars: Supporting our growth ambitions.

Anna Sandgren

Great workshops on crafting our narrative and defining Unibloom’s positioning (a B2B climate data & simulation tool which replaces spreadsheets, PowerPoint and email + expensive consultants).

We’ve worked through three intensive sessions to build our messaging strategy house. The high pace was energising and stimulating. Lena did a great job challenging our initial thinking. 

Highly recommend working with Lena. Thanks a lot!





Anna Sandgren, Founder & CEO

Story-Led positioning driving next steps

  1. The narrative we developed will be utilised across various platforms to amplify Unibloom’s message:
     

  2. Fundraising deck: We’ll restructure the presentation to first highlight market shifts, then address challenges, and finally showcase how Unibloom provides a unique solution.
     

  3. Website: A new layout will put the value proposition front and center, followed by testimonials, problem statements, features, and expected outcomes.
     

  4. Sales demos: Our narrative will frame product introductions, starting with market trends, addressing stakes, emphasizing pain points
     

  5. Outbound email sequence: The emails will narrate the story of market shifts, highlight challenges, and showcase Unibloom’s solution, creating a cohesive and compelling journey for the recipient.
     

  6. Content creation: Content will be structured to explain market changes at the top, address obstacles in the middle, and demonstrate Unibloom’s unique solution at the bottom, guiding prospects through the funnel with a consistent story.

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