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With a dedicated technology team and best practice mentoring, we helped Purple Carrot scale their subscription business from early start-up days to tripling growth to a successful acquisition.
- Categories
- Development
- Product Strategy
- UI/UX
Client
Meal kits with a mission
Purple Carrot
disrupted the meal kit space with a mission to make plant-based exciting and
accessible for meal kit subscribers. 18 months after their launch, the company
was off to a strong start with a lot of buzz and positive reviews from their
growing customer base. However, having begun their journey without a full-time
engineering or product team in place, they were also starting to experience
serious growing pains with their technology and weren’t able to launch the new
features and branding they needed to grow their customer base.
Stabilization and scale
The company saw that to succeed long-term they needed a technology team and platform that could grow with them. That’s where our partnership began. At the beginning of our engagement, our team focused first on stabilizing and upgrading the existing platform. We refined the technical architecture and increased the capacity of the platform for future scaling. We then began adding the critical features to improve margins, ensure their business processes could scale, and capture the right customer data.
Becoming a product-led organization
Once these foundational pieces were in place, we worked with
the executive team to formalize their roadmap process and develop their
product strategy. In parallel, we also trained and mentored the Purple Carrot
product managers, added UI/UX designers to Purple Carrot’s Whitespectre team,
and worked with the company to make inceptions, prototyping, and multi-variate
testing key parts of the product development process.
The results from
these changes were swift, with the company displaying related retention and
acquisition improvements within the first months post-release. Over the next
year, the team grew and developed, then optimized multiple new features in
these areas. They did this in parallel with continuing to scale the platform,
improving the data collection and analysis tools, and supporting critical
marketing initiatives.
Rapid growth to acquisition
These first 18 months of working together culminated a period
of rapid growth - three consecutive quarters of over 50% growth- marking
Purple Carrot as a leader in the meal kit industry for sustained growth. In June 2019, the
company
was acquired for $30 million.
During this time and to the present day,
Whitespectre has remained the sole development and UI/UX partner for Purple
Carrot. The team has continued to grow and evolve with the business, as Purple
Carrot has built their product and business intelligence ‘muscles’ to become a
truly data-driven, user-centric organization with a strong roadmap process.
We’re proud of our role in helping them achieve such growth and a successful
acquisition.
Whitespectre has been our technology partner for almost 4 years,
acting as in-house development team. That partnership has enabled us to focus
on growing our business with the confidence of knowing we had a powerhouse
tech team behind us. Nick and Allison have also been trusted advisors over the
years, helping us build and strengthen our roadmapping, design process, and
product team, who work hand-in-hand with the developers. Overall, Whitespectre
has been a terrific asset and helped us reach major milestones in our
business, including our recent acquisition.
- Brian Greenfield, President & COO, Purple Carrot
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