Problem:
The post-round A startup, focused on developing IOS apps with proprietary technology for performing musicians, wanted to transform into an edu-tech leader. The CEO needed help with analyzing new market opportunities, designing a new business model, and spearheading mass market execution in the US with a pivot towards music education.
Solution:
To create a master plan for the company's strategic repositioning, we worked closely with the CEO and the leadership team. We conducted extensive research, including dozens of one-on-one interviews and focus groups, to analyze the pain points of the new target and its ecosystem. We then supervised the design of the business plan and marketing strategy for the new educational IOS app and deployed a pilot with a strategic partner. Finally, we guided the go-to-market of the new IOS-based educational product and helped the CEO hire a marketing and growth team.
Two pilots were launched, one B2B with a prestigious school of music in NYC and another B2C with early adopters and users of the existing non-educational app. During the pilot, we helped the CEO set up a team of key opinion leaders to present the app at industry events.
Results:
When the new app was released on the Appstore, it received enthusiastic reviews and awards, which supported a constant presence on social media and generated organic growth among music teachers and students worldwide.
We then supervised the setup of the marketing and retention department, hiring communication managers, growth hackers, and content creators. Although we cannot disclose specific details of the results obtained, we can share that the success achieved attracted investments of almost $10M, including a $5M round led by BAIDU, China's most popular search engine.