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E-commerce at the cutting edge

Founderholics is a Mainz-based company that develops unique food products and brands with a focus on science, nature, and sustainability.

The project

Strategic and operational support for food brand incubator Founderholics: The goal was to align brands and sales consistently across all channels, streamline internal shop processes, and expand the marketing team in a targeted manner.

Customer Page

2022

industry

Food & Beverages

website

https://www.founderholics.com/

The challenge

Several brands with different target groups and channel logic (D2C, marketplace, retail) had to be transferred to a common omnichannel strategy. At the same time, clear standards for future shop rollouts had to be created and recruiting gaps in marketing had to be closed – from the operational team to management.

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Services rendered

  • Kick-off workshop & stakeholder interviews (status quo, goals, priorities)
  • Brand & portfolio analysis: roles of individual brands, positioning, target group mapping
  • Omnichannel strategy: D2C, marketplaces, retail/wholesale – roles, goals, KPI set per channel
  • Store Blueprint: standardized shop information architecture, template and module library, UX patterns
  • Process design & SOPs for shop rollouts (briefing → design → dev → QA → go-live), including RACI & checklists
  • Technical foundation: Theme/component setup, CI guidelines, performance and accessibility basics
  • Tracking & consent architecture (GA4/server-side GTM, events, conversions, data protection texts)
  • KPI/dashboarding: reporting structure, key performance indicator definition, alerts, and monitoring
  • SEO foundation: technical SEO, information architecture, keyword map, content briefings
  • Content & campaign framework: editorial plans, always-on modules, launch playbooks
  • Performance marketing setup: account structures (Google/Meta/TikTok), campaign and feed setup, testing plan
  • CRM/Lifecycle: Email flows (welcome, abandoned cart, winback, post-purchase), segmentation, templates
  • Marketplace operations: product data, listing templates, reviews, promotions (e.g., Amazon, OTTO)
  • Conversion optimization: hypothesis backlog, A/B testing, UX reviews, prioritization based on impact/effort
  • Data strategy: attribution logic, UTM standards, naming conventions, data governance
  • Vendor and tool selection: briefings, comparison matrix, contract/onboarding support
  • Recruiting: Role profiles (IC to Head of Marketing), job postings, interview guides, case tasks
  • Team building & enablement: onboarding plans, training, playbooks, OKR/ritual setup (WBR/QBR)
  • Operational support for initial rollouts and campaigns; sparring for showroom/retail initiatives
  • Documentation & handover: knowledge base, guidelines, responsibilities, handover to the core team

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The result

A clear omnichannel roadmap, standardized shop modules, and a strengthened marketing team: the interplay of strategy, "store blueprint," and targeted recruiting streamlines processes and creates the basis for rapid rollouts of additional brands and measures.

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About the customer

Founderholics is a Mainz-based company that develops unique food products and brands with a focus on science, nature, and sustainability. With a focus on online and retail sales, it serves a wide range of customer needs. What sets Founderholics apart is its keen sense of the end consumer's perspective. The company develops individual brands and white label products that are always in tune with the latest trends.

Shopify Partner

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Further references

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