An entrepreneurial founder developed a groundbreaking approach to personal development and wanted to market it using a disciplined approach.
While the core offering was fully developed, there was limited understanding of the personal development category, competitors, and consumer wants and needs. There was also no existing plan to promote the concept, beyond word-of-mouth communication.
Drawing on the upstream marketing framework, we applied a structured approach to value proposition, segmentation, targeting, and positioning development. A marketing plan, materials and messaging were also prepared and launched.