8 minute read

Grow your Business: Product Diversification and a Robust GTM Strategy

The CBD Market's Evolution

The CBD market is rapidly changing. As awareness grows, people are seeking holistic solutions to practical problems. Sleep disturbances, anxiety episodes, attention lapses – the list goes on. These aren't just fleeting concerns; they impact the quality of life for millions worldwide.

This trend offers an excellent opportunity for businesses to align their offerings with the genuine needs of the market, delivering all-natural, effective remedies.

At Essentia Pura, we aim to provide nature-based solutions and partner with businesses to amplify our reach and impact. We use product diversification to cater to diverse consumer needs, leading to a shared vision of a healthier world.

The Power of Product Diversification

Diversifying products isn’t just about expanding offerings; it's about resonating with a diverse audience. This approach ensures businesses remain indispensable. Simply put, it's about embracing the saying that variety is the spice of life, especially in business.

Benefits of Diversifying Products

Diversification is a business strategy and a growth mindset. It embodies a brand's commitment to adapt, evolve, and listen to its diverse customer base. For Essentia Pura, it represents our promise to innovate continuously, ensuring we meet and exceed our customers' expectations.

Risk Reduction

The business world faces many uncertainties. Markets shift, consumer preferences evolve, and global events can dramatically alter demand dynamics. Diversifying products ensures a safety net. If one product faces a downturn, another might rise, balancing the scales and ensuring sustained profitability. In essence, diversification acts as a buffer against unpredictable market tides.

Reaching New Customer Segments

By broadening the product offering, businesses can appeal to new customer demographics. A diversified lineup allows a brand to resonate with various age groups, cultural backgrounds, and lifestyle choices. It's about acknowledging and celebrating consumer diversity.

Optimizing Marketing Share 

Diversification isn't just about expanding horizontally by adding more products. It's also about deepening roots in existing markets. Companies can strengthen their foothold by offering various products, making it harder for competitors to trespass upon their territory.

Stabilizing Revenue Streams

Every product has a life cycle; factors like seasonality, economic cycles, or cultural events can influence sales. With a diversified product range, when one product's sales dip due to external factors, another might peak, ensuring a steadier and more predictable revenue stream.

Steps to Implement Product Diversification

Successful diversification of a product line starts with a good idea and a good knowledge of the market. It must then be followed by precise execution and an eye on the financials. These are the steps we take when diversifying a product line:

Market Research

Market research is the backbone of any product development. Understanding what customers want, identifying gaps in the market, and recognizing potential opportunities is vital.

At Essentia Pura, our R&D team's insights guide our decisions. We research and forecast the future landscape for us and our partners.

Financial Analysis

The numbers need to make sense. It's crucial to weigh the costs of diversification against the potential returns to ensure financial viability.

We believe in empowering our partners. Therefore, we've analyzed the financial metrics for you. We provide a recommended pricing strategy with each product to ensure you derive maximum value and remain competitive.

Product Launch Strategy 

The culmination of all efforts is the product launch. But a launch isn't just about introducing a product; it's about making a statement in the market. 

We acknowledge the complexities of launching a new product. The marketplace is competitive, and first impressions matter. That is why it's not just a product you receive when you order Essentia Pura’s Sleep Well Oil. 

You receive a comprehensive package. We equip you with a complete go-to-market strategy, ensuring a successful launch that resonates.

A Comprehensive Go-to-Market Strategy

When launching a new product, having a fantastic product isn't enough. How you introduce it to the market, who you target, and how you communicate its value can make the difference between a successful launch and a missed opportunity. That is where a go-to-market (GTM) strategy comes into play.

What is a Go-to-Market Strategy?

A GTM strategy is a blueprint that outlines how a company will sell its products or services to customers. It's an action-driven marketing strategy that identifies the best way to connect with your audience, position your offering, and ensure its successful adoption in the market.

Steps to a Successful Go-to-Market Strategy:

Define Target Audience and Understand Their Needs

The foundation of any successful GTM strategy lies in understanding who your customers are and what they truly want. Dive deep into market research, conduct surveys, and engage in conversations. Ask yourself who your customers are. What challenges do they face? What are their buying habits? The better your understanding, the more customized and impactful your strategy becomes.

Define the Final Product

Your product should be the answer to your customer’s needs. It's essential to have a good understanding of its features, benefits, and differentiators. Ask yourself what makes your product stand out. How does it address the pain points of your target audience? These answers will help shape every other aspect of your GTM strategy.

Define the Pricing Strategy

Price isn't just a number; it reflects the value you're offering. Consider factors like production costs, competitor pricing, perceived product value, and market demand. Pricing should cover costs, ensure profitability, and resonate with your target audience's willingness and ability to pay.

Define Positioning and Messaging

How you position your product in the market can define its success. Crafting a compelling story and clear messaging tells the value proposition of your product. Customers don't just buy products; they buy stories, solutions, and experiences. 


The launch is the culmination of all your efforts. Ensure that you have a well-defined plan. Consider aspects like launch channels (online, retail, events), promotional strategies, and post-launch support. A successful launch introduces your product, creates a buzz, generates interest, and drives initial sales and reviews.

The Sleep Well Oil is not just a product; it's an entire business solution

Pairing a product with the right strategy is essential. That's why we've partnered with marketing expert Andrej Persolja. With your order, you receive more than just a product—you gain a comprehensive strategy, positioning you for success.

Our Exclusive Offer Includes:

The Sleep Well Oil

A product crafted after intensive research and feedback, ensuring it aligns with contemporary market needs.

A Tried & Tested Marketing Strategy

Navigate the intricate market landscape with a GTM strategy designed to elevate your brand and optimize sales. 

Marketing Templates

Kickstart your promotional campaigns with ready-to-use templates. Adapt them per your needs, ensuring brand consistency.

Website Copy

Convert visitors with compelling content that resonates.

Partnership for Success

At Essentia Pura, our focus goes beyond just selling. We are committed to your growth. Our Sleep Well oil, combined with our GTM strategy, aims for mutual growth and success. With us, you're addressing consumer problems and delivering solutions that resonate deeply.