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Clarity

Edwin Veelo

San Francisco Bay Area

Advertising veteran in digital and integrated advertising, marketing and branding. Founder and President of Fitura, an organic supplements company. Mentor to tech and health food startups. Lover of all things entrepreneurial, from inventing new products and services, crafting business models to defining user experiences and designing interfaces.

$2.50/min

4 Calls

5 Reviews

33 minutes
Avg. call

Interaction Design Digital Marketing Marketing Strategy Product Development New Business Development Brand development Information Architecture Art Direction Interactive Advertising Creative Strategy

Call me to talk about

From Idea to on the Shelf - How to Get on the Shelf at Whole Foods and Others

Having started a health food company without knowing the health food industry or how to run a business (call me crazy) has given me plenty of opportunity for finding out the hard way how it's done. Now, 8 years later, our products can be found on the shelves of Whole Foods Market, Sprouts and another 500+ health food stores across the U.S. and Canada. And I still run the business on my own, without any employees, because most repeatable tasks have been outsourced to independent business partners.
Looking back it wasn't hard to get here and the road forward is much easier from here, but without knowing the path it can be daunting. So don't go down the road of hard knocks. Instead, take a short cut and take my advice on how to get on the shelves of the major retailers in the health food industry in months instead of years. I have done it for myself, and I've done it for others.
This approach (which I paid a lot of money for to learn) is the one shortcut that changes everything. I will share it with you, and I will walk you through all the steps necessary to execute it. Product positioning, pricing, margins, supply chain, retailer product review process, product pitch, distributors, brokers, demos, tracking sales and boosting sales, etc.
Or if you have a question about any one area, I'm here to help you with any one step in the process too.

Product and Service Design and Positioning for Tech Startups

I advice tech startups and restarts on shaping the customer experience of their new product or service. I do this as early as in the business idea stage to as late as the retooling of an already established product. I go beyond the typical user interface design and focus on the user experience and product/service positioning.
I recently helped a Y-combinator startup design a fraud protection service, helped an established bed and breakfast service optimize its listings interface, and helped a smart irrigation restart reduce their configuration process from 60+ fields to one.

I'm available for a simple question, a complete product or service design, and anything in between.

Since 1995 I have been designing, positioning, branding, marketing and advertising products and services. While working in The Netherlands, Brazil, and the US, I've led creative teams on many global accounts such as General Motors, T-Mobile, McDonald’s, VISA, Logitech, AT&T, Mitsubishi and others. Recognition for my work has come from publications such as Wired, BrandWeek ("Number One Bright Idea of the Year"), and a feature in Creativity Magazine of the best online advertising of the last 20 years. Awards such as Clios, Pencils and Lions, including a Cyber Lions Grand Prix mark my accomplishments, and even the New York MoMA has some of my work in their permanent collection.

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Reviews 5

Answers

Reviews

So much value added in such a short time, I signed up for 15 minutes but stayed 45 instead. Edwin goes straight to the point and made me avoid at least 6 months of trial and error and probably 10s of thousands of dollars. Will call him back in a few once I reach the next stage of my startup.

Source: Clarity

You may have saved me 6 months of hard work in a 15 minute call. Thank you very much Edwin.

Andrew Bunsters Source: Clarity

Edwin is brilliant. He has a great art dirction and a great talent for coordinating people.

Suzana Apelbaum Source: LinkedIn

Edwin has proven to be a creative and strategical AD who has the capacity to direct his designers/team in multiple project surroundings.

Mark de Kock Source: LinkedIn

Edwin is a top-notch interactive creative professional. Our projects together were for a client with a highly dynamic and stress-filled environment. Edwin delivered extremely well. He has a very detailed knowledge of the inner workings of the interactive medium and translates that very well in his creative work. He is very good presenting to high levels at the client (SVP Marketing/Advertising) and explains a complex subject very well.

I highly recommend Edwin Veelo.

Peter Sterling Source: LinkedIn

Member since February 2014