F.R.A.M.E.: Take the Guesswork Out of New Products

Retail buyers and distributors are flooded with “the next big thing” while profit, returns and ESG pressure keep rising. This session introduces F.R.A.M.E., Hakuna Matte’s marketplace-validated, multichannel playbook for taking the guesswork out of new-product decisions—and applies it to Cloudsoft Play Mat as a live case study.

F — Fit & Format. Target consumer and price position; sizes and timeless colours/patterns; parcel & shelf-friendly compact pack, GTIN/EAN and compliance documentation on file; reliable lead times and low, flexible MOQs.

R — Real Demand. Cross-marketplace signals: category rank, verified review depth and 90-day rating stability, return rate with top reasons and fixes, and controlled variant tests to identify the best-converting sizes/colours/patterns.

A — Advantage. A 5-second, felt USP: soft as cloud, looks like a rug, practical as a mat.

M — Margin & Media. Unit contribution margin after fees, fulfilment and a returns provision; realistic retail-media/payback when used.

E — ESG & Experience. OEKO-TEX® textile surface; compact corrugate, SIOC (Ships In Own Container)—no extra overbox; easy care; low customer-service tickets per 1,000 orders.

What attendees gain: a reusable F.R.A.M.E. scoring sheet to separate signal from noise on any supplier pitch—including ours. How we use it: we launched Cloudsoft in Germany, iterated weekly on marketplace reads, expanded across Europe/UK/US, and only scaled variants that clear 4 of 5 F.R.A.M.E. checks while keeping returns low. Start with flexible MOQs and measure five KPIs in 30 days: conversion rate, sales velocity, review velocity, returns %, and contribution margin.