"Know Your Market: Inside and Out"

Our Toolkit

At IFFL, we take a systematic, comprehensive approach to market validation studies. We have a long list of experience and a wide range of research services available to us. We ask the right questions upfront and along the way, and select the appropriate research tool to deliver the right information, such as:

Q: What is the market worth, what share can be reasonably secured, and what will it cost to get it?
Service: Segmentation analysis, and, Market potential evaluation

Q: What is the differentiation of your proposed product or service and to whom does the benefit accrue Ð consumer, food processor, or both?
Service: Segmentation analysis, and, Market definition study

Q: What is your regulatory position? How does one navigate the regulatory waters in Canada and other countries?
Service: Regulatory compliance audits, remedial action; Regulatory compliance strategies

Q: Will an investment in market development or market intervention pay back?
Service: Market potential evaluation

Q: How do we interact with and engage the trade?
Service: Trade sector analysis, sales and sales promotion strategies

Q: How do we get started?
Service: Commercialization, business and marketing plans

Q: Where do we get training?
Service: In-house customized and industry-specific workshops

B. On the job...

We work with a variety of departments within a typical organization, such as regulatory affairs, product development, technical services, engineering, marketing, and finance. Our comprehensive approach ensures that:

• the right questions are asked
• the correct information is collected and analyzed
• risks and opportunities are identified and measured
• our client either confidently and profitably enters the marketplace with the new concept, or, the project is divested in favour of business interests

C. Under our belt...diverse, leading edge, info-packed studies...here are just a few.

Project Definition	Distinct Characteristic	Dominant "Heads Up"
Functional Foods & Nutraceutical Sector in Canada	Completed in 1995; the first market definition study of its kind, worldwide	Listed names by which these compounds are known; advised that 'nomenclature chaos' would hinder global development. Identified clinical studies as the one factor which could act as either a barrier to, or driver of, this sector.
Allergen-free Food	Completed in late '90's; accurately forecast growing demand, and the role of cyber-shopping to reach these consumers	Predicted need for legislation to provide a level playing field and protect consumers requiring these foods. See Food Labeling
Organic Food	Market Definition Study -- completed in late '90's	Identified need for national regulations in both Canada and the US to facilitate global trade. Forecast strong growth for several decades.
Genetically-modified Food	Market Definition Study -- completed in late '90's -- published by Ontario Home Economics Association and Canadian Institute of Food Science & Technology and a shorter version by copyrighted in 2001 by National Association of the Specialty Food Trade	As a result of the balanced perspective, author Carol Culhane was proven worthy through peer recognition to be qualified as one of 24 global experts, and the only private sector individual among 5 fellow Canadians, to participate in a worldwide post-marketing surveillance of the safety of genetically-modified food.
Chemo-therapy 'nutrition booster'	Defined NA market potential	Identified healthcare practitioner endorsement (and anticipation!) for this product, formulated to supplement compromised GI nutrient absorption, as seen in chemo-therapy patients, AIDS sufferers, and patients recovering from medical shock.
Novel dietary fibre	Incorporated human clinical studies to verify safety and efficacy	Designed as a co-product of ethanol production from Canadian first-grade wheat, this project identified the need, and market, for edible co-products which accompany the production of ethanol from food crops.
Low-sodium Foods	Identified need decade before government intervention	Regular speaker on this topic at GFTC's annual Low-sodium seminar.

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