Mycowave GTM Launch
RESPONSIBILITIES
Business & marketing strategy, competitive research, market research, brand development, visual design, photography, videography, copywriting, editing
Overview
Mycowave is a health and wellness startup specializing in functional mushroom products. Following an unsuccessful initial launch, new investors funded a relaunch and brought me on to develop the brand, marketing strategy, and customer experience needed to position the company for growth.
Problem
The business relied almost entirely on farmers markets and local events for sales, creating significant barriers to scalability.
An audit of the existing brand revealed several issues:
Packaging failed to clearly differentiate the brand from its products
Event signage lacked consistency and professionalism
Product photography did not reflect the quality of the offering
No cohesive digital presence or customer acquisition strategy
Limited brand awareness and few opportunities for sustainable growth
Solution
I created a phased go-to-market strategy designed to support multiple budget scenarios and growth stages.
Key initiatives included:
Defining target customer segments and acquisition channels
Repositioning the brand for a social-first marketing strategy
Refreshing brand identity and packaging assets
Producing professional product photography and social content
Designing event marketing materials to improve in-person engagement
Launching paid social campaigns to drive awareness and customer acquisition
To support long-term growth, I also developed a roadmap for:
An SEO-driven ecommerce website
Email marketing and CRM implementation
Digital advertising campaigns
Retail partnership opportunities
Additionally, I designed a conceptual retail display experience that was later used in investor presentations and partnership discussions.
Impact
The relaunch established a stronger, more credible brand presence and created a scalable foundation for growth.
Results included:
Increased product visibility and brand awareness through social media
Improved customer engagement through paid Instagram campaigns
Enhanced credibility with investors and strategic partners
Secured additional funding to launch an ecommerce platform and CRM ecosystem
Built the infrastructure needed to support long-term growth
The business ultimately leveraged this momentum to expand its market presence and was later acquired by a larger company.
More Pixels, Less Paragraphs
Product photos used in the social media marketing campaign.
Short social videos showing product uses and benefits.
Proposed packaging redesign, improving grouping and information hierarchy.
Welcome email series for newsletter subscribers.
Print advertising samples for farmers market and event booklets.
Ecommerce website.
Social graphics.