maconda performs a market due diligence assessment for the acquisition of shares in the leading provider of premium and custom muesli
The Hamburg-based investment firm Genui – an investor in German-speakings SMEs – has acquired mymuesli shares as part of a capital increase. mymuesli was named startup of the year 2007 and operates in five countries, also running almost 40 stores in Germany, Austria and Switzerland. Plans are to grow the mymuesli family, already including 650 employees, to more than 50 stores and expand to other countries by the end of the year.
maconda performed a due diligence assessment, appraising the growing muesli market as well as the related cereal market along with its fundamental drivers and the unique positioning of mymuesli in a heterogeneous competitive landscape. A special focus lay on the customer base, a key issue for e-commerce companies. While analyzing the structure of the customer base and consumer behavior, the maconda consultants successfully employed their expertise in micro-geographical models and cohort analyses.
maconda also made use of its expertise both in food retail and in various other retail concepts when analyzing mymuesli’s brick and mortar distribution channels, for instance identifying white spots as suitable store locations and shedding light on the food retail industry.
In recent years, the maconda team has successfully concluded several consulting projects on mass customization. We have extensively worked with this attractive yet challenging product concept, which featured in the doctoral dissertation of maconda’s managing partner more than 20 years ago. You can find further information in our Industry Spotlight “Mass Customization – Massenproduktion trifft individuellen Bedarf.” (Please request it via email.
It goes without saying that we would also be happy to assist you as an experienced and reliable partner. Be it regarding retail, consumer goods or other industries. Please do not hesitate to get in touch should you require our expertise. We look forward to hearing from you!