“We spent a very long time understanding the market, the landscape, who the traditional players are speaking to, what is not being done, and who is not being spoken to.” — Jon Alagem
After the meeting with Russell and Ciara Wilson, Jon and his team didn’t rush to get a new product out to the market.
Instead, the team spent time learning.
They learned that the traditional sports drink companies spoke a similar language and had very similar ingredient profiles.
Then, they uncovered an underserved demographic: Gen Z.
Whitney Siegel, Director of Brand Strategy, explained that the Local Weather team did ethnographic research by going “to people in their homes, looking in their fridges, putting together a heavy narrowing process, and finding out from people what they're consuming, when they're consuming, etc.”
The Local Weather team took the time to get granular and really understand their audience before starting to architect the product, branding, positioning, and go-to-market strategy.
While those may seem like boring business terms, understanding consumers is critical to the success of any company and Local Weather has done this very well:
“Gen Z youth are not being spoken to by these traditional players. They’re much more active than other generations and not necessarily in traditional sports but in more of what we call ‘alt sports’, which are anything that requires movement — spikeball, rollerskating, and even dancing on TikTok. All those movements require hydration.” — Jon Alagem
While Jon didn’t know it at the time, NFTs would eventually open a door to the perfect medium to help him and his team maintain their ferocious approach of building a beverage brand with their community.