Product: TVP NYC

Elevator Pitch: TVP NYC is your all-in-one partner for high-quality corporate merchandise and hassle-free fulfillment. We simplify complex operations for large organizations, eliminating the need for multiple vendors and reducing internal workload. From custom branding and production to warehousing and global shipping, TVP NYC handles every detail, allowing your team to stay focused on what matters—your brand’s impact.

1) Product Exploration: 🔎

TVP NYC specializes in branded merchandise and provides a full range of services, including eCommerce, fulfillment, operations, and production for large organizations. Their core offering includes creating custom corporate merchandise such as promotional items, employee uniforms, and corporate gifts, along with managing the entire fulfillment process.

To streamline and connect all these services, TVP offers Phantom Commerce, a proprietary web-based platform available exclusively to their clients. Phantom integrates with various eCommerce systems, allowing clients to manage inventory, restock items, and explore new product options across multiple stores from a single interface. This integration makes it easier for clients to handle merchandise logistics, as all aspects of eCommerce, fulfillment, operations, and production are centrally managed through Phantom.

While Phantom simplifies the operational side, TVP’s core value lies in their expertise in overseeing the entire process—from merchandise creation to warehousing and distribution—ensuring a seamless and efficient experience for their clients.

2) User Feedback Research: 🙋‍♂️/🙋‍♀️

Here are some key insights from the research:

• Positive Aspects:
• • Responsive and Knowledgeable: Clients, like Halotop Ice Cream and Runkeeper, appreciate TVP’s quick, clear communication and transparency on pricing and timelines.
  • Operational Expertise: TVP is recognized for their ability to handle complex merchandise logistics, including sourcing, warehousing, and fulfillment. Their support for e-commerce platforms like Shopify is especially valued.
  • Partner Approach: Brands such as Dead by Daylight and SEMrush view TVP as a partner, helping them focus on growth while TVP manages the operations.
• Areas for Improvement:
• • Appointment Scheduling: Some users have noted delays and inconsistent communication around scheduled consult calls.
  • Learning Curve: New clients occasionally face challenges when integrating with TVP’s systems, suggesting smoother onboarding could improve the experience.

Overall, TVP NYC excels in managing the merchandise process but could improve client onboarding and communication in certain areas.

3) Core Value Proposition: 💥

TVP NYC provides end-to-end corporate merchandise solutions, streamlining the creation, fulfillment, and management of branded products. Through personalized support and their proprietary platform, Phantom Commerce, they simplify merchandise operations, allowing businesses to focus on growth without the complexity of logistics.

Understanding the User

1. User Interviews 🧑‍🏫

For this user research, I selected a diverse group of clients who use TVP NYC’s eCommerce, fulfillment, and production services to understand what drives them to choose and stay with TVP. I focused on identifying the key factors that influenced their decision to partner with TVP, such as the ability to streamline merchandise operations, reduce internal effort, and get end-to-end support. The questions were designed to reveal what aspects of the service clients value most, why they chose TVP over competitors, and what keeps them engaged. Additionally, I gathered feedback on areas for improvement, which will help refine acquisition strategies by addressing any pain points and better positioning TVP’s services to attract new clients.

Here is how I designed the list of questions for the user calls: User Questions Research

2. Creating an Ideal Customer Profile 👸

To create the ICPs, I segmented customers into two profiles: Established Large-Scale Companies and Early Scaling D2C Brands. This was derived from talking to current clients who are using these services. I analyzed each group's company size, key influencers, needs, challenges, and potential blockers to understand their decision-making factors. This approach helped capture the specific requirements and growth stages of both segments, allowing for tailored strategies to address their unique needs.

ICP Prioritization:​

Based on the ICP Prioritization Framework listed above, ICP 1 and ICP 2 can be focused upon as this will help us capture both high-revenue clients and those with the potential for volume growth.

Understanding the Why Behind Preferences and Behaviors

To dig deeper into the ICPs, I have detailed the underlying motivations for each ICP segment.

Established Large-Scale Companies

Overview: Established companies tend to have complex operational needs, compliance, and scalability. Their preferences and behaviors are shaped by the scale of their operations and the need for robust systems that can handle global fulfillment, manage inventory across diverse regions, and ensure compliance with stringent legal and financial standards.

The "WHY"

Preference for Proven Solutions and Compliance

• Why: Large-scale companies often have established reputations to uphold, so they prefer solutions with a track record of success to minimize risk. Compliance is a critical focus due to regulatory requirements that can vary widely across regions. A misstep could result in significant financial and reputational damage.
• Implication: This segment values vendors with established credibility and experience in handling similar high-stakes requirements, as they provide an added layer of security and reliability. It is also very important that the vendors/partners they work with are compliant to all the regulations.

Need for Cost-Efficiency and Quick Turnarounds

• Why: Given the volume and scale at which they operate, even minor inefficiencies can translate into significant costs. Quick turnarounds allow them to meet market demands swiftly.
• Implication: They are likely to prioritize vendors who can demonstrate cost-saving mechanisms, efficient processes, and flexibility in meeting tight deadlines, as these directly impact their operational performance and profitability.

Reliance on Cross-Functional Approval Processes

• Why: Large companies have multiple departments involved in the decision-making process (e.g., legal, finance, compliance). This complex structure necessitates thorough vetting to ensure that any decision aligns with the company’s overarching objectives and risk management policies.
• Implication: Vendors must be prepared to provide detailed documentation and support materials that address each department's concerns, particularly focusing on compliance, cost justification, and alignment with the company’s long-term goals.

Early Scaling D2C Brands

Overview: Early-stage D2C brands are in a growth-focused phase, where they prioritize flexibility, scalability, and cost-effectiveness. Their decisions are influenced by the need to quickly adapt to market demands, manage tight budgets, and compete with larger, established brands.

The "WHY"

Preference for Scalable and Flexible Solutions

• Why: D2C brands are often resource-constrained and need fulfillment solutions that can scale as they grow. They prefer vendors who can offer flexible options that accommodate both current needs and future growth without locking them into rigid contracts or high upfront costs.
• Implication: Vendors that offer modular, scalable solutions with adjustable pricing structures are particularly attractive to this segment, as they provide room for expansion without overburdening the brand’s financial resources.

Focus on Cost-Effectiveness and Quick Wins

• Why: Unlike larger corporations, early-stage D2C brands operate on tighter budgets and need to show quick wins to maintain cash flow and investor confidence. Cost-effective solutions help them allocate resources efficiently while competing with larger players in the market.
• Implication: This ICP segment is highly responsive to vendors who can demonstrate clear cost savings and efficient results in the short term, making them more willing to engage in pilot programs or short-term contracts to test efficacy before scaling.

Direct, Founder-Driven Decision Making

• Why: In many early-stage D2C brands, founders or a small team handle strategic decisions. Their approach is typically hands-on, with a focus on practical, results-driven solutions. Founders prioritize agility and quick implementation as they seek to establish their market presence.
• Implication: Vendors should emphasize straightforward solutions with minimal onboarding requirements and direct support. Quick, tangible outcomes will resonate strongly, as these decision-makers value speed and clarity over extensive formal processes.

Top 2 Ideal Customers

Soldout NYC

Product Pitch: TVP NYC specializes in providing end-to-end merchandise production and fulfillment solutions tailored for brands at all stages of growth, from early-scaling D2C brands to large-scale, established enterprises. Our solutions are designed to address the logistical challenges and operational inefficiencies

Key Benefits and Features

1. Scalable Fulfillment Solutions: Flexible, growth-oriented fulfillment options tailored for both emerging and established brands.
2. Global Event Support: Efficient, high-speed logistics designed to meet tight deadlines for global events.
3. Cost-Effective Shipping: Optimized shipping networks that minimize international costs and streamline compliance.
4. Quality Assurance: Rigorous quality control to ensure brand consistency and meet premium standards.

How TVP NYC Solves Pain Points and Meets Aspirations

For ICP 1: Established Large-Scale Companies

• Simplified Vendor Management: We provide a single point of contact for all merchandise production and fulfillment needs, reducing coordination inefficiencies and high costs associated with multiple vendors.
• Cost Savings on Global Logistics: Our optimized shipping solutions help minimize international shipping expenses while maintaining high standards for quality and delivery.
• Brand Consistency and Quality Control: TVP NYC’s rigorous quality assurance process ensures consistent brand representation across all markets, reinforcing brand identity globally.
• Compliance with Internal Policies: We work closely with compliance and finance teams to align with internal guidelines, providing thorough documentation and meeting regulatory requirements to ensure smooth operations.

For ICP 2: Early Scaling D2C Brands

• Scalable and Flexible Fulfillment: Our fulfillment solutions are designed to scale with your business, allowing you to meet growing demand without overwhelming your resources.
• Affordable and Reliable Shipping: By offering cost-effective shipping options, we help reduce fulfillment costs, which is critical for D2C brands managing tight budgets.
• Support for Brand Quality and Integrity: We uphold high quality standards to maintain the premium feel of your products, ensuring your brand’s reputation as you grow.
• Adherence to Brand Standards: We collaborate with branding leads to ensure that our processes meet your brand's quality expectations and internal guidelines, aligning with your vision and values.

Market Research 🗺️

The global corporate merchandise market is currently seeing significant growth due to the rise of branded merchandise as a key element in employee engagement, client appreciation, and corporate events. The fulfillment industry has also grown alongside it, driven by eCommerce and direct-to-consumer (D2C) trends.

Key Trends:

Sustainability: There’s increasing demand for eco-friendly merchandise, such as reusable items, ethically sourced materials, and carbon-neutral shipping.

Personalization: Companies are looking for custom branding options, with fast turnarounds and minimal operational overhead.

Technology-driven Fulfillment: Integrated eCommerce and fulfillment solutions are becoming popular to ensure seamless operations, like TVP’s Phantom Commerce platform.

Sources: 1, 2

In-Depth Competitor Analysis 👊

Key Takeaways: 💡

• Kotis Design leverages sustainability as a core differentiator, targeting corporate clients who value eco-friendly merchandise.
• In Record Time is all about speed and efficiency, catering to event organizers and businesses that need quick fulfillment solutions.
• Swagdrop focuses on eCommerce and bulk orders, with an emphasis on dropshipping, making fulfillment easy for online brands.

For TVP NYC, we are focusing on the corporate merchandise and fulfillment services market in the US, where we provide custom branded merchandise, eCommerce fulfillment, and logistics services to large corporations and fast-scaling companies.

Using the Bottom-Up Approach, we can estimate the market size by extrapolating from specific data points such as average client order values and the number of target companies within our reach.

Total Addressable Market (TAM): 🚀

The TAM represents the total potential market for corporate merchandise and fulfillment services across the US.

• Average Order Value (AOV): On average, large corporations spend $10,000 annually on custom branded merchandise, including apparel, promotional products, and event-related items.
• Target Companies: In the US, there are approximately 5,000 large companies (mid-to-large scale corporations and fast-growing D2C brands) that fit TVP’s target profile.

Thus, the TAM for the US market is calculated as:

TAM=5,000 companies × 10,000 USD (AOV) = 50,000,000 USD

TAM = $50 million annually.

Serviceable Available Market (SAM): ✈️

The SAM is the portion of the TAM that TVP NYC can serve, based on our operational capacity and market reach within the US.

• Operational Focus: TVP NYC’s current focus is on mid-to-large corporations and fast-scaling brands across industries such as SaaS, gaming, media, non-profits, and D2C apparel.
• Serviceable Companies: Out of the 5,000 target companies, we estimate that 4,000 companies are serviceable based on their needs for merchandise production, fulfillment, and warehousing solutions.
• AOV: The average annual spend remains at $10,000 per company.

Thus, the SAM is:

SAM = 4,000 companies × 10,000 USD (AOV) = 40,000,000 USD

SAM = $40 million annually.

Serviceable Obtainable Market (SOM): 🚴

The SOM is the share of the SAM that TVP NYC can realistically capture within the next few years, based on current market penetration, operational resources, and competitive landscape.

Market Penetration: Given TVP NYC’s current growth, technology-driven fulfillment solutions and client base, we estimate a 5% market share of the SAM can be captured in the short-to-medium term.

Thus, the SOM is:

SOM= 40,000,000 USD × 0.05 = 2,000,000 USD

SOM = $2 million annually.

TVP is in Early Scaling Stage: 🚼

*I am unable to edit the stage of my product

Rationale

1. Organic: While cost-effective, organic strategies require consistent, high-effort work to gain traction and are slower to show results. However, the scale can be high once established.
2. Paid Ads: Paid ads can quickly generate leads and increase reach, offering flexibility in targeting. The cost can be medium to high, depending on the budget, but the effort is moderate as it requires setup and monitoring without long-term maintenance.
3. Referral Program: A well-designed referral program can be very effective at low cost. It requires some initial setup and medium effort to manage, but it can scale well as customers bring in new users.
4. Product Integration: Integrating with other products can lead to high-scale exposure but requires a significant upfront investment and collaboration. Flexibility is limited once the integration is in place, but the potential for growth and visibility is substantial.
5. Content Loops: Content loops can grow reach effectively with sustained effort. The speed of results is moderate, but the scale can be very high as content spreads.

Channel Selection

Based on our analysis of cost, scalability, and effort, we selected Referral, Content Loops, and Organic channels as the most effective for TVP NYC’s early-scaling acquisition strategy.

1. Referral Program: Offers low cost and high scalability, ideal for early scaling. By incentivizing referrals, we can expand our customer base with minimal overhead.
2. Content Loops: Although requiring high effort, content loops (case studies, newsletters, LinkedIn posts) offer significant scalability and authority-building potential, aligning with TVP's brand-focused approach.
3. Organic: Organic channels are cost-effective with high scalability, though slower to yield results. Keyword-driven content strategies will capitalize on high-impact search terms, enhancing visibility over time.

Channels Not Selected

• Paid Ads: While effective for quick reach, the medium scalability and higher cost make it less ideal for sustainable, long-term growth at this stage.
• Product Integration: High upfront investment and limited flexibility make product integration more suitable for mature scaling rather than early scaling.

Note: I am unable to hit complete on this section of my project, reported a bug*

Objective: 🌳

To drive organic growth by increasing TVP NYC’s visibility for high-value keywords, capturing search intent related to branded merchandise, fulfillment services, and corporate gifting. The goal is to attract potential clients actively looking for customized merch solutions and streamlined operations.

Experiment Plan 👨‍🔬

1. Keyword Research and Strategy ♟️

Goal: Identify high-value keywords that align with TVP’s offerings, prioritizing terms with purchase intent and relevance to B2B clients.

Steps:

• Conduct Comprehensive Keyword Analysis: Use Google Keyword Planner, Ahrefs, and SEMrush to identify and analyze top keywords related to corporate merchandise, B2B branded products, and fulfillment services.
• • Primary Keywords: Target core keywords like "corporate gifts with logo," "branded merchandise fulfillment," and "custom corporate apparel."
  • Secondary Keywords: Focus on supportive terms like "employee uniforms," "bulk branded items," and "international merchandise shipping."
• Filter Keywords by Intent and Volume: Prioritize keywords with a minimum of 500 searches/month and medium to high intent (as identified in TVP’s ICPs). High intent keywords should indicate a clear need for merchandise or fulfillment services (e.g., “bulk promotional items for events”).
• Competitor Analysis for Keywords: Identify competitors with strong SEO and analyze their top-ranking keywords. Look for gaps in their keyword targeting to uncover opportunities for TVP.

2. Content Strategy and Development 🎥

Goal: Develop keyword-optimized content pieces that demonstrate TVP’s expertise and attract organic traffic through educational and solution-focused articles.

Steps:

• Content Pillars: Create a content roadmap with three main pillars:
• 1. Case Studies and Success Stories - Highlight successful projects, complex multi-continental deliveries, or large event fulfillment solutions.
  2. Educational Guides - Develop informative articles around topics like “How to Manage Corporate Merchandise Fulfillment” or “Streamlining International Shipping for Corporate Gifts.”
  3. Industry Insights and Trends - Share insights on corporate gifting trends, sustainable merchandise, or custom packaging innovations.
• Content Calendar: Plan to publish 2-4 articles per month, each addressing a specific keyword. Ensure content is spread across different stages of the buying journey—from awareness to decision-making.
• On-Page Optimization: For each article:
• • Place primary keywords in title tags, meta descriptions, headers (H1, H2s), and within the first 100 words.
  • Use LSI (Latent Semantic Indexing) keywords related to the main topic to enhance semantic relevance.
  • Optimize images with alt text, use internal links to connect related articles, and ensure mobile readability.
• Rich Media Integration: Include videos, infographics, and case study visuals to enhance user engagement. Videos can be produced as short, informational snippets around TVP's services or customer testimonials.

3. Technical SEO Optimization 🕵️

Goal: Ensure all technical SEO aspects are optimized to improve site speed, user experience, and crawlability.

Steps:

• Site Speed and Mobile Optimization: Use Google Page Speed Insights to ensure pages load within 2 seconds. Work with a developer to optimize image sizes, reduce server response time, and enable lazy loading for non-critical images.
• Schema Markup: Implement schema for articles, reviews, and FAQs to improve click-through rates in search engine results.
• Internal Linking Structure: Build an intuitive internal linking structure where every new piece links to at least two related articles. This creates content clusters, which search engines favor.

4. Backlink Strategy ◀️

Goal: Build high-quality backlinks from relevant industry sites, directories, and blogs to increase domain authority.

Steps:

• Targeted Outreach: Reach out to industry publications, B2B business blogs, and supply chain journals offering content collaborations, interviews, or guest articles.
• Partnerships for Links: Collaborate with clients (like Semrush or Dead by Daylight) on case studies or interviews published on their sites, linking back to TVP’s website.
• Create Linkable Assets: Publish comprehensive resources like “The Ultimate Guide to Corporate Merchandise Fulfillment” to attract backlinks from sites linking to relevant guides.

5. Performance Tracking and Iteration 💯

Goal: Regularly assess SEO performance, make adjustments based on data, and refine the content and SEO strategy to improve results.

Steps:

• Google Analytics and Search Console Monitoring: Track metrics like organic traffic, bounce rate, average session duration, and keyword rankings.
• • Focus on pages with high bounce rates or low engagement and adjust content or on-page elements as needed.
• Keyword Ranking Tracking: Use tools like Ahrefs or SEMrush to monitor keyword rankings weekly, observing shifts as content gains traction.
• Quarterly Content and SEO Audit: Every three months, analyze which pages are driving the most conversions. Update top-performing content with new information or optimize underperforming articles with additional keywords or revised headlines.

Expected Outcomes and KPIs

• Increased Organic Traffic: Aim for a 25% increase in organic sessions within six months, driven by high-value keywords.
• Improved Search Rankings: Target ranking on the first page for 5-10 of the main keywords identified.
• Higher Conversion Rates: Measure leads generated from organic search as a direct result of the content’s effectiveness in capturing search intent.
• Backlink Growth: Secure at least 10-15 quality backlinks per quarter through the outreach and content collaboration efforts.

Objective:
Leverage content loops to increase brand awareness and engagement, showcasing TVP NYC’s expertise in large-scale merchandise fulfillment and complex logistics projects. This strategy focuses on creating valuable content that highlights TVP's capabilities, driving engagement and attracting potential B2B clients through organic sharing.

1. Content Loop Elements 🔁

• Hook:
• • Showcase TVP’s capability in handling complex, multi-country fulfillment projects with rapid turnaround times. A thought-provoking angle could be “How do the best companies ensure seamless international merch delivery?”
• Content Creator:
• • TVP’s team, especially through brand-authored case studies, social posts, and newsletters. Occasional input from clients in the form of testimonials or co-authored case studies can also enhance credibility.
• Distribution Channel:
• • Primarily LinkedIn, where business decision-makers are active, followed by email newsletters and guest blogs in industry publications to increase reach.

2. Right Loop Type 💫

• Loop Type: Case Study and Expert Content Loop
• • The hook is the problem-solving approach in a project (e.g., "How we tackled multi-warehouse international shipping for a time-sensitive product launch"). The content creators are TVP’s marketing team and, where possible, testimonials from the client. The main distribution channel is LinkedIn with secondary distribution via email newsletters and blogs.

3. Flow Diagram

4. Launch and Analyze 💁‍♂️

• Launch: Roll out the case study posts and newsletters, focusing on times of high engagement on LinkedIn (usually mid-week mornings).
• Analyze:
  • Track metrics such as post shares, comments, website referral traffic, and newsletter click-through rates.
  • Evaluate which case studies perform best, identifying which project types or industries resonate most, and refine future case studies based on these insights.

Expected Outcomes and KPIs

• Increased Engagement: Target a 30% increase in LinkedIn engagement (likes, shares, comments) within six months.
• Higher Website Traffic: Drive 25% more website visits from content links on LinkedIn, guest blogs, and newsletters.
• Lead Generation from Content: Generate at least 10 qualified leads monthly directly from content interactions and follow-ups.
• Increased Brand Visibility: Establish TVP as a thought leader, measured by follower growth on LinkedIn and increased brand mentions in industry discussions.

Objective: 🙍‍♂️👨‍👩‍👧‍👧

The goal of the partner program is to foster long-term alliances with clients who can actively drive new business through their networks. By creating a partner-friendly program integrated within our platform, Phantom, we aim to provide ongoing value that encourages partners to advocate for TVP’s services continually. The program will offer credits, tiered rewards, and exclusive partner benefits, such as discounts on production and priority access to new features. This approach will deepen client loyalty and engagement, generating qualified leads through trusted, established relationships.

Customer Touchpoints: 👆

The optimal time to introduce the partner program is when the client receives confirmation that their production order is complete, ideally with images of their merchandise packed and ready to ship. This "completion" moment is when clients are most satisfied and assured of our quality, making them more receptive to joining a program that rewards them for endorsing TVP.

Brag-Worthy Element: 💃 🕺

In B2B, the "brag" factor can come from enhancing the client’s internal image within their organization. For instance, when new branded merch is delivered to employees in multiple locations on the same day, clients gain internal recognition for seamless execution. By aligning our service with this moment, we build goodwill and encourage them to promote TVP's offerings to others.

Partner Currency – Credits: 💸

Rather than providing one-time discounts, partners will earn "credits" for each new client brought in. These credits can be applied toward significant expenses like shipping, aligning well with high-value B2B orders. Credits provide tangible value, especially for bulk shipments where shipping is a substantial part of the cost structure.

Who to Invite as Partners: ❇️

We’ll extend partner invitations to clients who regularly place monthly production orders. These clients have shown consistent satisfaction with our services and are well-positioned to recommend TVP to other businesses in their network.

Partner Program Discovery: 🕸️

To make the program accessible, we’ll include a call to action on the order completion page within Phantom and share a detailed overview via email. This approach ensures partners are aware of the benefits and can refer others with minimal effort.

Sample Partner Email Template: ✉️

Partner Tracking and Notification: 📝

Once a partner refers a new client, they’ll be able to track referral status directly on their profile page in Phantom. Upon a successful referral, the partner receives an email notification and the credits will be reflected in their account. This process ensures transparency and helps partners stay engaged with the program.

Partner Landing Page: 💻

For B2B, partners will be directed to a dedicated landing page on TVP’s website where they can refer a business or book a call with the sales team. This page will highlight the benefits of partnering with TVP, detailing our services and program structure. Ensuring potential partners are a good fit will help maintain the quality and relevance of leads.

Continuous Partner Incentives: 🎁

To motivate ongoing partnerships, a tiered reward system will be implemented:

• 5 Referrals: 10% discount on production orders.
• 10 Referrals: 15% discount on storage costs with TVP.
• 15+ Referrals: Earn partner credits based on the referred clients’ spend.

New partners will also receive free shipping on their first production order as an introductory perk, which is a high-value benefit given the complexity and expense of large-scale B2B shipments.

Partner Program Flow: 🏹