Outlining a go-to-market strategy for a women’s wellness start-up.
Role
Team lead
Responsibilities
Project management
Stakeholder management
Lauren Fleming launched Hem Support Wear in 2023, a brand offering pelvic floor support underwear garments to women suffering from pelvic floor disorders, commonly known as “POP.” As production and demand for Hem Support Wear’s products begins to grow, there is a need for a go-to-market strategy in 2024.
This was my MBA’s final capstone project where I worked with a team of four other MBA candidates to research, define, and develop our recommendations. We spent 14 weeks learning about the POP apparel market, Hem Support Wear’s competitive advantage and target audience, and outlined tactics to reach their market.
Challenge
User pain points
Describe the specific design challenge or problem you were tasked with solving.
Identify the pain points or user needs that drove the design process.
User research
Competitive analysis
Trends and insights
Summarize the methods used for understanding user needs (interviews, surveys, etc.).
Highlight insights gained from analyzing competitors' products.
Share any relevant trends or industry insights that influenced your design decisions.