During my senior year at Parsons, a critical course I took was Business Models and Entrepreneurial Strategy. My partner Sasha and I were tasked with doing a desirability analysis on Poppi to understand their marketing tactics and how they have grown to becoming a multibillion dollar company.
The goal of this project was to understand how Allison Ellsworth, the founder of Poppi, was able to create a company driven by customer desirability. We began our research by listening to her speaking on NPR about how she was able to create her company and the steps to develop what the world now knows as Poppi.
Our project looked at the problem being solved with her product, her introduction to the food and beverage industry, the jobs to be done that grew her company, which include creating a drink that emphasizes a healthy lifestyle. We then looked at the company’s value proposition and its positioning in the market through desirability.
The project was a success as we were able to highlight Poppi’s success through it’s repositioning and desirability towards their market, ultimately growing it to a multibillion dollar company.
