Goal: 
Develop a complete go-to-market and marketing strategy for the launch of a new premium transitional athleisure brand for urban women, with a focus on demand validation, brand trust, and profitable repeat purchases.

Tools & Frameworks Used:
Market & consumer research, brand positioning frameworks, D2C GTM strategy, influencer & creator playbooks, CRM & retention strategy, budget planning, KPI design, and launch roadmap structuring.

What I Did:
Built a complete target audience and persona framework for urban professional women (25–38) with time-compressed daily routines.

Defined brand positioning, UVP, and messaging for a new “style-led performance wear” category between activewear and casual athleisure.

Designed a full content, influencer, and offline pop-up strategy focused on trust-building and community validation.

Created a 3-tier product hierarchy to balance perception, volume, and CAC recovery.

Built a 6-month GTM roadmap with a detailed first 30-day execution sprint.

Designed a budget framework (Rs. 6.9L–Rs. 8.8L) across content, website, events, ads, and influencers.

Defined business KPIs across CAC, AOV, repeat rate, revenue, and retention.

Challenges & Learnings:
Balancing premium brand storytelling with strict CAC and revenue realities.

Building early trust without heavy dependence on paid advertising.

Designing a launch model that prioritizes repeat purchases over one-time spikes.

Translating a high-level brand idea into a tightly executable GTM system.

Result / Outcome:
Designed a 6-month founder-ready GTM blueprint across brand, growth, offline, CRM, and revenue.

Built a financial and KPI framework targeting: Rs. 40–Rs. 60L revenue; AOV Rs. 4,500–Rs. 6,000; CAC ≤ Rs. 1,200; Repeat rate 15–22%

Delivered a 15+ page launch strategy deck with timelines, budgets, and execution plans.

Confidentiality Note

This project was created as part of a Founder’s Office hiring assignment. The brand name is used only for case representation. No real internal business data has been disclosed.