The NPD Adjacency Assignment focuses on understanding the company's current state and the potential "adjacencies." When picking the potential "adjacencies," think about those markets and customer segments and be prepared to defend your recommendation.

In this assignment, your role is a as a consultant to the business. The business owner is astute & risk tolerant but has very few resources and needs your help to decide how to launch a new product.

Company

Please read this article thoroughly to gain a good understanding of the business.

https://www.thestar.com/life/fashion_style/2021/01/16/this-toronto-scientistdj-launched-an-eco-friendly-shoe-care-line.html?rf