Background

Spave had been on quite a journey—the charitable giving app had been independently imagined, developed, funded, and then acquired by a credit union. After lackluster support from the credit union, the ambitious founder re-acquired the assets to her brand and technology, with the intention to relaunch the app for consumers, and a longterm vision to become a B2B2C employer benefits platform.

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Challenge 

Our initial opportunity was to help Spave polish up the brand and reposition the product to appeal to their target demographic. Eventually, we would go on to redesign the entire experience, and develop a complete GTM strategy to realize the B2B2C vision.

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Work

As a fractional marketing and experience lead for Spave, I led a team of agency creatives and strategists, as well as the team of brand marketers to completely reposition the product and bring a new brand to life. I led the team through an in-depth positioning sprint (complete with hypothesis testing and market validation) that resulted in transitioning away from a Financial Wholeness app to a Social Giving app, and designing a new category in the process. This new positioning streamlined the story and dramatically increased consumer and B2B interest. We also relaunched the app with a new user experience, website, and investor story.

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Finally, an entirely new B2B go-to-market strategy identified gaps in the competitive landscape, recommended an ideal customer profile, fleshed out unique buyer and user personas with tailored messaging for each, and included a full-funnel marketing launch plan.