Product Launch

I have helped many companies orchestrate the introduction of new products and services into the marketplace. My approach involves meticulous planning, strategic positioning, and coordinated marketing efforts to create buzz, accelerate adoption, and drive sales.

From Cash Burden to Digital Freedom

The Situation:

The Bahamas is a ”cash only” marketplace, making purchasing transactions difficult for consumers and merchants. Although a challenging situation, it was also an opportunity space to launch a first-to-market mobile banking product.

My Approach:

Research and ethnographic interviews were needed to understand consumer and marketplace barriers. A competitive analysis was conducted and was used to inform the development of a brand system, value propositions, and positioning frameworks.

Then the Go-to-Market strategy was created to inform which features should be developed and when they should be released to maximize efforts. User interfaces, user flows, taxonomy, and user testing were then deployed.

To facilitate the successful launch of this new product, an activation strategy was developed to determine the right media mix such as using local influencers, social media campaigns, and email newsletters.

Impact:

• Over 50k app downloads within the first month of launch

• +50% user retention rate over the first 3 months

• User acquisition costs lower than average revenue per user over the subscription period