Mycowave GTM Launch

ROLE

Business & marketing strategy, competitive research, market research, brand development, visual design, photography, videography, copywriting, editing

Mycowave was a health and wellness start-up promoting the benefits of functional mushrooms. They created two unique mushroom tinctures, but their first launch failed. After new investors provided funding, they hired me to consult and relaunch the brand.

Overview

After the initial meeting, I discovered that their business was entirely dependent on selling at farmers markets and similar events. Reviewing their assets, I immediately noticed the branding on their packaging was confusing and I couldn’t tell the difference between their brand and product names. They also had no appropriate signage for their booth space, and any product photography they had was poorly executed.

Problem

Without knowing what their final budget would end up being, I put together a go-to-market plan based on different tiers. After identifying their target audiences, we identified their marketing channels and the assets needed for each. I proposed we focus primarily on social media marketing, assuming their budget would be on the lower end. If they had more budget, the next tier I proposed was creating an SEO e-commerce website with email newsletter and running digital ads through Google' Ad Network. Lastly, the business owners asked for a conceptual retail display for pitch decks to obtain more investors.

Solution

THOUGHT PROCESS

Because I wasn’t sure what their actual budget was, it was difficult to propose solutions. I put myself in their shoes and thought to myself, if I were starting this business with minimal funding, how would I spend it? This is what initially had me focus on social media marketing, especially since it’s a possible opportunity to generate a lot of impressions for the cost. Since my wife already had her own business creating social media marketing content for clients, it was obvious to recruit her. After writing the scripts, we shot and edited a series of videos and photos that performed better than expected on Instagram and TikTok. For other items that were proposed, I leveraged AI tools to be conscious of both my time and the clients’ budget.

Product photos used in the social media marketing campaign.

The social media videos and images raised product awareness, especially after we ran them as paid Instagram ads for six months. That helped the owners attract more investors to fund their e-commerce site and CRM, and ultimately led to their sale to a larger company.