John StapletonEntrepreneur, Non-exec & CEO

No.1 Provider of Non-Execs to UK SMEs

Delivering strategic direction, business transformation and rapid growth to an FMCG brand.

Case Study

John Stapleton: “I was asked to provide clarity to a business who were confused as to how best grow. After hard-fought initial success vs. strong competition, growth was flat and focus was lacking. I focused the business on growth strategies through two main areas: Distribution gains in retail and business acquisition in foodservice, combining incremental manufacturing capacity to facilitate growth in both areas.”

Client: “We eventually had a full year of better than break-even results and were debt-free and asked John to help us develop a plan for growth. We were all over the place with little focus and were, in hindsight, trying to be all things to all men. John distilled our strengths and help us first formulate a strategy to focus on a number of key areas to grow our business and then implement this plan at pace. We haven’t looked back.”

Young brand struggling to gain traction and grow in a very competitive FMCG market sector.

Main challenges:Growing the business considering the structural weaknesses in the business: Lack of strategy and focus; Lack of resources (people/ cash) following cost-conscious decisions; Unclear team functionality; Presenting product USPs and innovation to best effect to gain supermarket listings.

Overcoming the challenges:Developed a clear and focused growth strategy with the CEO; developed people plan embodying a culture of engagement, communication and delivering results; mentored CEO on leadership style. Grew revenue by i) developing innovative USPs and launching in 2 new retailer chains and increased distribution and ii) competitor acquisition. Introduced source of capital (equity/debt) and conducted due diligence on target.

What value was your role to the organisation:Experienced external eyes on the business helped them recognise how to play to their strengths and get away from living hand to mouth. Implementation of a strategy that the whole business understands was key and has enabled them to be much more focused and efficient - able to get closer to customer and understand their needs which has helped the business and their standing with the retailers enormously. The business has doubled revenue and increased margins in 2 years with further double-digit growth predicted.

What was delivered…

Profile: John Stapleton John Stapleton is an entrepreneur, CEO and Non-Executive Director with

over 25 years’ experience in creating and building consumer brands in the FMCG sector in both the UK and the USA. A founder of three successful start-ups, which he has grown to SME scale, John is an expert at creating and growing new and innovative consumer-focused products and categories. John has wide-ranging experience in both operational management and strategic leadership roles. John now focuses on Non-Executive Directorships, business mentoring, coaching and advisor roles to a variety of entrepreneurs and owner-CEOs of growth-stage SMEs in the FMCG sector. He is strongly networked and is a recognised authority on Entrepreneurism; Leadership; Innovation; Strategic Development and Implementation; Risk Management; Business Transformation and Growth and Change Management.

John has extensive executive and non-executive Board experience with rapidly growing businesses within an international context. John has worked with various clients across the FMCG sector in the UK, US and Europe, including corporations, start-up and growth-phase businesses.

Co-founded The New Covent Garden Soup Co Ltd. (1987), which pioneered and grew the fresh soup category in the UK.

Co-founded Glencoe Foods Inc., (1998) bringing the fresh soup concept to the United States.

Co-founded Little Dish (2005), which supplies fresh, natural foods for children over 1 year.

NXD is the No.1 Provider of Non-Execs to UK SMEs

Wanting to grow their business to the next level

Concerned that their business is getting too big to manage

Frustrated with persistent and damaging issues

Facing new types of challenges in the future

Preparing their business for succession or sale

Needing a high quality, independent sounding board

NXD non-executives have substantial commercial experience that enables them to act as a seasoned sounding board. They also have the commercial acumen to help you improve your financial performance. Non-exec services include: Vision, strategy, planning Fund raising Succession planning, acquisition &

exit

Geographical and product expansion. Leadership coachingNXD non-executives operate across the full range of industry sectors including: AutomotiveBusiness ServicesCharities & Not For ProfitEnergy & ChemicalsFinancial ServicesGovernment/Public SectorHealthcare & PharmaceuticalsIndustrial ManufacturingICT/TechnologyLeisure & TourismMedia/Advertising/PRProperty & ConstructionRetail & Consumer GoodsTransport and LogisticsUtilities

NXD is a network that provides non-executive services to SMEs. Challenges that the NXD non-executives work with business owners to address include: