Business

&

Ina Simone Averhals

Brand

Ruben Van Aken
Development

OUR INTRODUCTION

As company and brand architects, we have expertise in company strategy, brand strategy, and product strategy, covering both the strategic planning and hands-on implementation aspects.

INA SIMONE AVERHALS

hi@inasimone.com
(+32) 477 - 666 591
@ina.si.mone

ina simone averhals

As a company architect, I apply my strategic mindset and bird’s-eye view whilst overlooking the value chain and competitive advantage of a company, product and brand. I apply my expertise in brand management and brand communication in combination with profound knowledge of the luxury market and food & drinks industry. What sets me apart are my problem-solving competency, persistence, combined with a desire to learn. I thrive in high-pressure environments, remaining calm whilst tackling challenges. I am ready to drive your organization’s success.

EXPERIENCE

  • Botan bv · 2019 – 2023

    As the original founder and CEO of Bôtan Distillery, I've harnessed my passion for clean ingredients to cultivate an intermediate luxury brand within the beverage industry. I personally created the company and the brand from the ground up and combined company and brand strategy with hands-on creation and implementation.

    Entrepreneurship & Company Strategy

    Bôtan Distillery is a start-up company combining both production and brand establishment. Facing limited financial resources, I secured a long-term path taking on an agile approach. The combined expertise of my partner and I, enabled us to successfully launch the brand with minimal production assets and modest sales and marketing budgets.

    Brand Management & Brand Establishment

    Bôtan Distillery represents a revolution within the drinks industry. The company manifesto is centered on authentic liquids using no artificial flavors, no natural aroma’s and no preservatives. To stand out in the industry, we redefined luxury as having access to genuine ingredients.

    Business & Financial Controlling

    By analysing the value chain and financial structure, I enhanced gross margins by introducing a range of products crafted from the same set of assets and unified under a single brand. By 2023, the company had evolved into an innovative alcohol-free distillery with the potential to establish itself as a global leader in the beverage industry.

    * Bôtan Distillery is the world's first alcohol-free distillery from field-to-table. By cultivating and distilling botanicals, the distillery blends gastronomic & healthy alternatives for spirits, cocktails and wines. #siprealherbs

  • Gano bv · 2019 – 2023

    As the original founder and CEO of Ganō Care, I created and successfully launched an intermediate luxury brand in the food supplement and skincare industry.

    Brand Management & Brand Communication

    This experience gave me profound insights on Brand Management & Brand Communication. Centered around the use of Cannabidiol, an effective albeit controversial ingredient, I emphasising credibility and transparency as key pillars of our strategy.

    To transcend the initial stigma associated with ‘Cannabidiol’, I analysed the clientele and market trends. By discerning what resonated with people and by adding that extra touch to what already appealed to them, I successfully fostered client acceptance. This aligned our brand with the broader consumer sentiment and preferences.

    Business & Financial Controlling

    Ganō Care is commercialising the controversial ingredient Cannabidiol. Given the legal complexities surrounding it, the company faced challenges in formulating an effective sales strategy, which consequently strained the financial performance. To overcome this, I optimised variable company costs, all the while testing and analysing marketing and sales efforts.

    This method led to the successful development of a passive raison d'être for the company. As a startup enterprise with modest financial resources, I recognised the need to prioritise gradual growth, knowing that perhaps one day a major luxury conglomerate would be ready to embrace the potential of Cannabidiol.

    * Ganō Care is a pioneer in Cannabidiol. Since 2019, the brand combines its expertise in the origin, extraction and certification of hemp in no-nonsense plant-based products for emotional and physical balance.

  • Business Development Manager at Opinum / Opinum bv · 2016 – 2018
    • Learning from Strategic Decision Makers
    • Account Management
    • Scale-up Environment

    Project Consultant at Unique Carreer Positioned at Olympus · 2015 – 2016
    • SAP Software Integration
    • People & Change Management

  • Credit Contract in Financial Engineering · 2023 (ongoing) (University of Antwerp)
    Credit contract: Auditing, Financial Statement Analysis

    Master of Science in Business Administration · 2013 – 2015 (Catholic University of Leuven)
    Specialization: International entrepreneurship
    Certificate: Business Development in China

    Erasmus (Paris) · 2015 (ESCE International Business School in Paris)
    Specialization: Luxury Management

    Bachelor of Business Administration · 2010 – 2013 (Thomas More Mechelen)
    Specialization: International Entrepreneurship
    Bachelor thesis: Tax optimization by establishing a subsidiary in Hong-Kong in collaboration with a Belgian retail brand.

SPECIALITIES

  • I possess a comprehensive understanding of Product Management based on my experience in Company Strategy, including the company’s value chain, competitive advantage and financial strategy.

    I hold responsibility for the product life cycle, thanks to my strategic decision-making based on adept data analysis, cost calculation and understanding of the market.

  • I have a strong proficiency in Brand Establishment and Brand Management. I achieved the establishment of Bôtan Distillery and Ganō Care as an innovative intermediate luxury brand by a compelling raison d'être which I effectively communicated through press and media strategies.

  • I have a network in press relations and a passion for crafting effective media strategies, all while simultaneously managing the broader scope of the brand and its foundational principles. This commitment is driven by my dedication to results-driven marketing and communication.

  • As a strategist in the F&B/ FMCG Luxury Sector, I am specialised in Brand Management and Company Strategy. My passion, insights and expertise in the Luxury Sector is rooted in a deep understanding of the sector.

    First, I possess a bird’s eye view on the specific industry challenges, financial structure and key ingredients for success. Next, I am well aware of the ever-evolving social and cultural dynamics, differentiating trends from tendencies. Following, I have experience in the daunting terrain faced by startups striving to leave their mark. In today's shifting landscape, I embrace the concept of the new luxury, centered on exceptionality over exclusivity. I firmly believe that emerging luxury brands can take advantage of this change.

    Read here the article on my experience in the luxury industry.

CASES by INA

01/09 — 23

Truth Comes to the Light,
Behind it all

21/05 — 22

De Standaard
Magazine

20/08 — 22

Health & Beauty
Inside + Outside

RUBEN VAN AKEN

hi@noshinto.com
(+32) 477 - 178 913
@ruben.jaak

Everybody has the next big ‘idea’... Ideas are worthless. Magic happens when you make them come alive in the most efficient way with vigorous impact. It is never good enough, always room for improvement. The creation of Bôtan Distillery was a dream in so many levels. I designed a non-existent product that exactly fits the needs of the current population, but especially the future generations. My expertise encompasses the lifecycle of a product: from recipe creation to supply chain, from brand identity to brand manifesto, from data analysis to strategic actions. I connect all variables in a vertically aligned integrated business model to assure the luxury or the desired position of the brand.

EXPERIENCE

  • Botan bv · 2019 – 2023

    R&D, Product Development and Innovation Leadership

    Commencing with my commitment to unprocessed food, I founded Bôtan Distillery, a vibrant production company, product, and brand. I seized the opportunity to elevate product innovation by crafting recipes for ready-to-drink alternatives to spirits, cocktails and wines using clean ingredients, devoid of artificial flavors, aromas and preservatives. This innovative approach marked a revolution in the current landscape.

    Brand Development and Brand Management

    In this project, I aspired to build a (true) Community Brand. Transforming the challenge of being a startup with limited financial resources into an opportunity, I harnessed the resources of our supply chain to fuel our marketing content. I engineered the brand to breathe authenticity, creating and implementing delicate yet high-end content that seamlessly blended realness with desire and luxury.

    Digital Performance Marketing

    In the era of rapid content consumption, I champion a return to authenticity. I strongly believe that information is the new luxury and understanding the origins of one's food has become paramount. Analysing sales channels and client behavior in digital domains, I enhanced our website, resulting in increased sales driven by higher conversion rates, increased average order value (AOV) and elevated brand engagement.

  • Designing a high-end approach on the non-active component of Cannabis Sativa L. in a new emerging (and bad legislated) market.

    We’ve set up a retail store and created a private label brand with focus on the more conscious health consumer.

  • Graphic Design & Art Direction at Coming Soon · 2016 – 2018

    For Flavor Festival · 2010 — 2015
    I organised the festival, from concept creation to the actual organization and implementation of logistics and strategy, serving as the driving force behind the event

    Internship at Bagaar · 2014

    Student work Production plant at Swinkels Family Breweries · 2008 — 2012

  • Bachelor Brand & Packaging Design · 2016 — 2017
    LUCA School of Arts / Gent

    Digital Experience Design · 2015 — 2016
    Thomas Moore / Mechelen

    Bachelor Digital Design · 2011 — 2015
    LUCA School of Arts / Gent

SPECIALITIES

  • I possess extensive expertise in research and development (R&D) and product development, both strategically and through hands-on implementation, exemplified by establishing an in-house product facility and laboratory. Driven by my curiosity, I have extensive knowledge on clean ingredients and how to produce or apply these in food and beverages.

  • I gained extensive expertise in Brand Development and Brand Establishment. I am a seasoned creator and hands-on craftsman, adept at shaping the brand and its manifesto in alignment with the company's foundational principles. In all my pursuits, I seamlessly blend ideation and creation with implementation, analysis and optimization

  • As a Brand Architect, I excel in managing the entire lifespan of brands, products or services. I am collaborating across departments to safeguard both brand identity and brand performance. My approach seamlessly integrates ideation and creation with implementation, analysis, and optimization, ensuring a holistic and effective brand strategy.

  • My comprehension of the digital ecosystem extends to both supplier and consumer dynamics. I transcend the role of ‘a creative’ by ensuring that brands and companies deliver through the optimization of internal resources and the enhancement of revenue derived from superior digital performance.

  • I master photography and videography. In all my creative endeavors, I commence with a clear set of objectives. Whether the aim is brand establishment or conversion, I ensure that all brand communication aligns seamlessly with the brand identity. As a photographer, while I possess a distinct signature, I am adept at harmonizing it with the brand's unique identity.

CASES by RUBEN

24/01 — 23

Gazet Van Antwerpen