Product / service:
TEN Media developed and improved on-shell laser marking technology and equipment.
TEN Media’s revenue model was based on traceability. Contrary to the EU, US legislation does not force egg graders to mark individual eggs with a traceable production code and a freshness date. TEN was keen to export its technology beyond the United States and to optimise its product and service offering for the American market.
Offered solution:
We advised TEN that although consumers would be interested in traceability and would consider additional information about their eggs’ origin, consumers would not be prepared to pay an additional fee.
We therefore recommended to TEN that it should rather turn the laser made image’s superior quality into a new revenue channel by opening it up for advertising. Eggs are the ultimate FMCG that would enable high precision marketing campaigns to a wide range of clients.
Status:
TEN Media decided to ignore Eggnology’s advice and continued focusing on traceability as its business model. The company went into voluntary liquidation in 2016.