Finding your white space: how we help brands see where they really stand

Every brand we speak to has a version of the same problem. They know their product. They know their price. What they don't know, not with any real confidence, is where they sit against everyone else fighting for the same shelf space.

That gap between what a brand believes and what the market shows is where most range and pricing decisions go wrong. It's also the reason we built Quick Charge.

The problem with gut feel

Consumer electronics generates a huge amount of sales data, but most of it gets used badly. A brand pulls one average price for a category, decides that's their benchmark, and builds a range strategy around it. The trouble is, that average is hiding everything useful. It's blending budget products and premium ones, fast growing segments and dying ones, retailers that are wide open and retailers that already have five brands doing exactly what you planned to do.

Fragmented retail makes this worse. Every retailer runs a different shelf (or screen), at different prices, with their own exclusives and own-brand ranges. A gap at one buyer might not exist at all with the next one. Without a proper read on this, brands end up making expensive range and listing decisions on instinct.

That's expensive to get wrong. Range and pricing calls tend to lock in for a season or more, so a sharp diagnosis before you commit budget is a lot cheaper than a correction after launch.

Here’s where a “Quick Charge” with Connect CE Consulting could help:

Quick Charge is built to give a brand a clear, evidence backed answer in a matter of weeks, not months. It runs in four steps.

First, we size the category properly, cutting it by price band and channel so you can see where the real volume and growth sit, rather than hidden inside one blended number.

Second, we benchmark the competitors you already know about, plus the wider set of challenger brands quietly picking up share. We look at genuine growth quality, not just headline numbers.

Third, we go down to SKU level. We cross reference price against specification across the whole category to find price points where nobody strong is currently competing, and we size the volume behind that gap, so you know if it's worth chasing.

Fourth, we map your range and that white space against real retailer shelves. The point isn't a clever chart. It's a route into a buyer's range plan.

Who this is for

Some of the brands who come to us are established names looking at a new category or a new price point. Others are new entrants who need more than a price gap. They need to know if their brand will get cut through, how they’ll be perceived and, if genuine space in the market is available for them to sit within.

Either way, the questions are usually the same. Where do we fit? Who else is missing this gap? And can we prove it to a buyer who's heard a hundred pitches this year?

Why we do it this way

Connect CE Consulting was founded by two people who've spent their careers on both sides of this industry, buying and selling, not just advising on it. That matters here. A Quick Charge diagnosis isn't theory. It's built by people who've sat across the table from the buyers you're trying to convince, and who know what gets a range signed off.

If you want a sharper read on where your brand stands before you commit to your next move, get in touch. We'll talk you through what a Quick Charge diagnostic would look like for your category.