Provi is an eCommerce marketplace that provides organizations in every tier of the alcohol distribution system with the tools needed to gain a competitive edge and create efficiencies in the product discovery, ordering, and supplying processes.
Situation
Provi simplifies the way bars and restaurants order alcohol. The start-up, a Hyde Park Angels (HPA) portfolio company, is innovating in an industry that still relies on text messages and emails to order spirits. Working to improve the ordering process and increase efficiency, Provi created an Amazon-esque experience for bars and restaurants, which enables them to buy their beer and liquor from alcohol distributors on a centralized platform.
Provi’s investors saw the value and deep need for the product, leading to the closure of a second round of funding, which was led by HPA, Hyde Park Venture Partners, Ludlow Ventures, and Sandalphon Capital. With $3.5 million secured, Provi had grown its total investment to $5 million.
Through 3Points’ corporate partnership with HPA, Provi was introduced to our firm as the company sought a way to amplify the news about its latest round, strategic hires, and network momentum. After talking with the Provi team and gaining understanding of their PR needs, 3Points quickly developed a communications strategy that enabled the firm to raise awareness regarding this exciting development within its targeted markets.
Strategy
The first piece of the puzzle was to develop a press release that covered Provi’s recent funding, the hiring of AB InBev’s former VP of eCommerce to lead sales, and the company’s recent expansion in CO, GA, and IL. 3Points took these key talking points and drafted this information into a detailed and concise press release that was disseminated to interested reporters.
New to the beverage sector, 3Points then set out to gain an understanding of the media groups and industry professionals that would recognize the immediate benefits provided by Provi and want to learn more about the company. Through discussions with both HPA and Provi, we researched and evaluated key audiences — then, with a firm understanding of Provi’s needs and our strategy, 3Points put together a media list.
Knowing that beverage industry media and Chicago tech journalists may find interest in separate aspects of the company, 3Points drafted compelling pitches that catered to the specific beats of reporters covering both fields. These pitches helped reporters understand Provi’s technology and why this industry was starving for innovation. When it came time to speak with reporters about the announcement, 3Points ensured that Provi’s CEO, Taylor Katzman, was prepped with background information about each reporter, as well as talking points that enabled him to succinctly and accurately communicate Provi’s innovative and unique value proposition.
Business Impact
3Points achieved several media placements that enabled Provi to spread its message to various audiences. Perhaps the most impactful was an article in beverage industry publication Brewbound that spoke to how Provi is streamlining the alcohol ordering process for bars and restaurants.
Provi’s latest announcement set the wheels in motion for Taylor to become a thought-leader in the beverage industry, bringing the brand inbound interest, stimulating sales growth, and vaulting the company to the forefront of its field.
Provi was also featured in a number of Chicago-based publications that helped elevate Provi’s presence within the Chicago tech ecosystem, including Crain’s, Chicago Inno, Built In Chicago, and Technori. To help further the message of its portfolio company, HPA used the media placements as content to share via its social media platforms and in supplemented the firm’s sales efforts as it expands into new markets.
Our recent funding announcement was an important step in the evolution of our company. With the 3Points team guiding our media relations strategy, we were able to not only further establish ourselves as a thriving tech company in Chicago, but also strategically reach our target audiences in the beverage industry. The media placements 3Points earned for us have brought our company significant inbound interest and enabled us to achieve greater credibility within our market segment.”
– Taylor Katzman, Founder & CEO, Provi
