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WIN THE IP WAR

March 02, 20232 min read

CLIENT - ECOMMERCE PRIVATE LABEL, LIQUID PRODUCTS.
ROLE - FORMULATION, INTELLECTUAL PROPERTY, UK & EU RESPONSIBLE PERSON
RECOGNITION - CLIENT SATISFACTION, REPEAT BUSINESS
YEAR - 2023
LAUNCH PROJECT

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SITUATION

A SENIOR DIRECTOR OF A LARGE A PRIVATE LABEL PRODUCT BRAND REACHED OUT TO US, AS THEY FELT THEY'D LOST CONTROL WITH REGARD TO THE SUPPLY OF THEIR BESTSELLING LIQUID PRODUCTS, WHICH WERE MADE IN THE FAR EAST.

WHILE COMPLAINING ABOUT INCREASED PRODUCTION COSTS AND DELAYS WITH THE FACTORY, A SIGNIFICANT 'FACE-PALM MOMENT' 🤦OCCURED WHEN IT CAME TO LIGHT THAT THE FACTORY OWNED THE FORMULATION. AS THINGS STOOD THEIR ABILITY TO ORDER INVENTORY FROM ELSEWHERE WAS NOT AN OPTION, THUS COMPOUNDING THE PROBLEM. THE LANUGAGE BARRIER WAS A CONTRIBUTING FACTOR TO THEIR ANXIETY.

OBJECTIVE

TO QUICKLY SWITCH SUPPLY AND PROVIDE A LIKE-FOR-LIKE, COST-EFFECTIVE, IMMEDIATE LOW MOQ AND LONG-TERM HIGHER QUANTITY SOLUTION, PUTTING: -

A) AGREEMENTS IN PLACE TO PREVENT ANY FURTHER IP RISK OR COMMUNICATION ISSUES

B) TO PUT SYSTEMS IN PLACE TO AVOID ANY SURPRISE PRICE HIKES OR MANUFACTURING DELAYS.

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EcoFormix Win the IP War
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WHAT WAS DONE

1. BENCHMARK SAMPLES WERE SHIPPED TO THE ECOFORMIX LABORATORY IN THE UK.

2. NEW TEST PRODUCTION SAMPLES WERE FAST-TRACK FORMULATED AND EXPRESS-DELIVERY SHIPPED TO THE CLIENT.

3. UPON SIGN OFF, THE INGREDIENTS LIST, FORMULA AND LATER THE MICRODATA & STABILITY TEST REPORTS WERE ISSUED TO THE CLIENT, ALONG WITH A LIST OF PREFERRED UK AND EU-BASED SUPPLIERS

4. SUPPLY AGREEMENTS WERE PUT IN PLACE WITH A NUMBER OF FACTORIES TO COVER DIFFERENT LINES, PRODUCTION TIMES AND PRICING FLUCTUATIONS.

5. COMPLIANCE SERVICE AGREEMENTS COVERING UK AND EU 'RESPONSIBLE PERSON', ISO 9001, GMP, LIABILITY INSURANCE AND 'SAFETY DATA SHEETS' IN MULTIPLE LANGUAGES WERE PROVIDED BY ECOFORMIX AND SIGNED OFF BY THE CLIENT.

6. THE CLIENT UPDATED THE PACKAGING SLIGHTLY, TO INCLUDE NOT ONLY NEW LEGAL EU RESPONSIBLE PERSON INFO, BUT ALSO A QR CODE AND LANDING PAGE INFO SECTION FOR POST-PURCHASE / REPEAT ORDER MARKETING.

7. SIMPLIFICATION OF THE LEGAL PROCESSES VIA ENGLISH NATIVE SPEAKERS TO ONE ANOTHER, TO SAVE TIME AND COST.

CONCLUSION

THE NEW PRODUCT AND PACKAGING ACCURATELY REPRESENT THE BRAND'S PRODUCT DESCRIPTION AS A LIKE-FOR-LIKE, THUS MAINTAINING THE SAME MPN, EAN, FNSKU & ASIN ON AMAZON. THE BUSINESS REPORTED INCREASED EMAIL CAPTURE, WEBSITE TRAFFIC, SOCIAL MEDIA ENGAGEMENT AND REORDERING FROM THE QR CODE, LANDER AND POST-PURCHASE EMAIL SEQUENCE.

LOSSES WERE ONLY TEMPORARY, AND NOT ONLY NOW ARE TECHNICAL AND LEGAL COMUNICATIONS MUCH EASIER BUT THE BRAND NOW OWNS THE IP, WHICH SERVES WELL FOR VALUATION DURING THE UP-COMING SHAREHOLDER EXIT.

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