Overview

Thoroughbred Fulfillment, a leader in custom fulfillment and distribution for furniture and textile companies, sought to update their capabilities deck to reflect their expanded offerings. The original goal was to incorporate new capabilities and better communicate their growth. However, their existing deck lacked clarity and didn’t effectively capture the value of their expanded services. Internal teams often overlooked the content because of its overwhelming detail and unclear positioning.

challenge

The challenge was twofold: Thoroughbred needed to showcase their expanded capabilities, but their existing deck wasn’t engaging or clear enough to communicate the value of these new offerings. The internal team would often bypass most of the content, indicating a disconnect between what was presented and the core messaging. The company needed a new, more focused approach that could clearly articulate their expanded services and differentiate them in the market.

approach

Rather than adding more information to the existing deck or simply refreshing the design, I recommended rethinking the entire narrative. Through research, I discovered that Thoroughbred wasn’t competing against other fulfillment providers, but rather against in-house fulfillment teams.

Recognizing this, I developed a new story that emphasized the stakes of inefficient in-house fulfillment and positioned Thoroughbred as the ideal partner for businesses looking to outsource fulfillment. This allowed us to not only showcase the company’s new capabilities but also highlight the unique value they brought to clients.

solution

To bring this new narrative to life, I developed a capabilities deck that combined compelling statistics with engaging content, including viral tweets, to showcase the service problem Thoroughbred addresses. I also worked with a photographer to capture new images and videos of their warehouse, highlighting their expanded capabilities. These visuals helped reinforce the story and showcased the breadth of their offerings in a clear, on-brand way.

Outcome

The updated pitch deck enabled Thoroughbred to effectively communicate their expanded offerings and differentiate themselves from the competition. By reframing the story around the real challenges their clients face and the value of outsourcing fulfillment, the company was able to engage their target audience more successfully. The new deck proved to be a powerful tool in securing new business opportunities, reinforcing Thoroughbred’s position as a trusted partner for companies looking to streamline their fulfillment process.