Rapidte.st, a division of Abundant.Science, is seeking to enhance its direct-to-consumer distribution strategy for its rapid testing kits. The goal is to identify effective channels and methods to reach consumers directly, bypassing traditional retail intermediaries. This project will involve analyzing current market trends, consumer behavior, and competitor strategies to develop a comprehensive distribution plan. Learners will apply their knowledge of marketing principles, consumer analysis, and strategic planning to create a viable strategy that aligns with Rapidte.st's business objectives. Key tasks include conducting market research, identifying potential distribution partners, and proposing innovative solutions to increase market penetration. The project aims to provide a practical learning experience by bridging theoretical concepts with real-world applications.

Students will identify potential channels, partnership terms, and deliver first batches of profitable sales. This includes everything from marketplace listings to wholesale relationships to subscription services - finding the most efficient paths to reach Canadian consumers directly.

Company Overview: At Abundant.Science, we're revolutionizing access to rapid testing in Canada. Through rapidte.st, we offer Health Canada-approved tests at 75% below traditional prices. Our direct online sales are growing, but we need to meet consumers on platforms they already use and trust.

Project Details: Week 1: Channel Research

• Analyze potential distribution channels (marketplaces, retailers, subscription services)
• Develop prioritization matrix based on reach, cost, and alignment
• Create outreach materials for top targets

Week 2: Partner Outreach

• Contact 15-20 potential distribution partners
• Conduct initial discussions about partnership models
• Begin negotiating terms with interested parties

Week 3: Launch Preparation

• Finalize partnership agreements with 2-3 channels
• Prepare product listings and marketing materials
• Set up inventory and fulfillment processes

Week 4: Channel Launch

• Go live on new distribution channels
• Monitor initial sales and customer feedback
• Optimize listings and promotions based on early data

Final Deliverables:

1. Live Distribution Channels: 2-3 new active sales channels, Complete product listings, Initial sales data
2. Channel Documentation: Partner contact database, Negotiation records and final terms, Channel performance comparison
3. Expansion Roadmap: Prioritized list of future channel opportunities, Lessons learned document, 6-month distribution expansion plan

Benefits for Students:

• Real business development experience
• Direct negotiation with retail/marketplace partners
• End-to-end product launch experience
• Measurable business impact
• Commission opportunity on successful channel sales