The Holis Market

holis market GmbH was founded by Gerald Ninaus and me. The idea was new experience in a grocery market through sustainable unpackaged, organic and regional food as well as digital and offline services around the personal nutrition and taste.

Target

The goal was a disruptive change in the grocery market sector at least for a specific group of niche markets (ecologic-oriented consumers, vegetarians and vegans, fitness guys, people with nutritional interolerances). The ideas was planned to be scalable through a franchise system, because most of software and hardware at the market was developed, constructed and implemented by the holis team itself. The differentiation to the other competitions on the market was done by the blue ocean strategy framework.

Process

From scratch the idea was based on an enthusiastic crowd, because of the fact that the radical concept was intended to be for a niche market and therefore quite risky to fail without buyer community. Social media played an important role. Facebook for example was an effective tool to inspire first collaborators and a core community. As the idea was spreading and the people behind were growing a website was the first place to describe the vision of the project. Newsletter and other tools were tools to get the crowd informed and motivated. Crowdfunding was a logical next step to get the idea real.

Design was a major cornerstone of the project. The team designed for exmpale the logo, website, social media channels and touchpoints as well as the design of the interior and the software system.

The first market in Linz was developed as a modular and experimental market. It was clear that the first setting might not be the most successful one, so the market was designed to be changed from week to week to test other settings very fast. When the successful setting was found the next step would have been to scale via a franchise system.

Outcome

Activities

Gallery

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