This engagement repositions Verdant Foods in the crowded plant-based aisle — sharpening the brand's reason to exist, rebuilding the messaging architecture, and launching a focused go-to-market motion across four phases. The goal is a positioning that wins shelf, not just attention.
Verdant has loyal early adopters but reads as one more "better-for-you" option in an aisle where everyone makes the same promise. Trade velocity has plateaued and three well-funded new entrants are outspending Verdant on positioning while saying roughly the same thing. This SOW treats the problem as a clarity problem, not an awareness one: a sharper place to stand, then a focused motion to claim it before the category consolidates around someone else's idea.
The Client provides 24 months of velocity and category data, access to the founder and head of sales for working sessions, and a named decision-maker who can approve positioning at the end of Phase 2. Halcyon's timeline assumes one consolidated round of feedback per deliverable; additional rounds beyond two are handled through the change-control process on the authorization sheet.
Halcyon leads the strategy and the four deliverables that flow from it: the category and customer read, the new positioning and messaging architecture, the go-to-market plan, and a launch toolkit the Client's team can run. Execution of paid media, package redesign, and PR sits with the Client or its agencies, briefed by Halcyon.
Each phase opens with a working session and closes with a decision review. Halcyon writes; the Client decides. We protect the 10-week timeline by consolidating feedback into a single round per deliverable and by holding a standing 30-minute weekly checkpoint with the named sponsor. A phase does not start until its predecessor is accepted, so a late decision shifts the back half of the schedule one-for-one.
Change control. Any change to the scope, deliverables, schedule, or fee takes effect only through a written change order signed by both named sponsors. Verbal or informal requests do not alter this SOW, and Halcyon is not obligated to perform unscoped work without one.
Governing agreement. This SOW is incorporated into and governed by the Master Services Agreement referenced on the cover. Where this SOW and the MSA conflict, the MSA controls except as to scope, deliverables, fees, and schedule, which this SOW controls.
Acceptance. A deliverable is accepted when the named decision-maker signs its acceptance criteria or does not respond within five business days of delivery. Each deliverable is presented live before the acceptance clock starts, and acceptance releases the matching phase payment.
Ownership. On final payment, all positioning, messaging, and plan deliverables become the Client's property. Halcyon retains its underlying methods, frameworks, and anonymized learnings, and may reference the engagement as a credential.
Confidentiality. Velocity data, formulations, and roadmap details shared during the engagement are Confidential Information under the MSA and are not disclosed or reused outside it by either party.
Term & termination. This SOW runs from kickoff until the final deliverable is accepted, unless terminated under the MSA. On termination for convenience, the Client pays for all accepted phases plus work in progress to the date of written notice.