September 16, 2009

Natalie MacLean's Expertise Shine in Food & Drink Matching Mobile App

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Analysis Summary

Neutral to Positive

Natalie MacLean is a trusted name and celebrated writer for the wine community. The introduction of her tool is, in her own words, a simple extension of services for her fans and readers answering the question she has received time and time again, “What wine would go with x?” Her jump into a mobile platform is crucial in educating consumers and broadening the reach of different varietals. Although not a tool that directly connects consumers to sales, Natalie’s personal touch and trusted opinion would undoubtedly influence the purchasing behavior of her audience if enhanced.

Market Impact: Potentially LOW

While a great application for wine neophytes and foodies, the lack of an online conversion mechanism makes its market impact low. Specifically, the wine-pairing tool suggests varietals to hundreds of dishes but doesn’t easily offer brand names or where to find. An excellent tool to broaden purchasing choices but not significant to increasing sales. The key importance of this tool however, lies within access to information necessary for making purchasing decisions by Natalie’s loyal and trusting audience.

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