This DeCal gives students an inside look at how modern consumer brands are built, from concept to customer testing. Students will form small teams and develop a real CPG startup idea, conduct customer discovery around campus, and build a product prototype or activation strategy by the end of the semester.
This 1-unit DeCal provides an applied deep dive into how modern consumer brands bring products to market. Students will learn how to design an effective go-to-market (GTM) plan, focusing on brand positioning, pricing, and distribution, and translate that strategy into a pitch. Through interactive workshops, case studies, and hands-on exercises, students will gain practical experience applying the Berkeley Method of Entrepreneurship to real consumer product ideas.
Objectives
By the end of the course, students will be able to:
Design a go-to-market plan for a new consumer packaged goods (CPG) concept, including brand positioning, pricing, and distribution strategy.
Develop and present a compelling startup pitch that effectively communicates the product’s value proposition and market potential.