Sean Power

Leading Strategy for an Accessibility Startup Focused on Web and Mobile Technology

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Challenge

An accessibility-focused startup wanted to improve web and mobile technology. It needed a marketing strategy and brand identity to achieve its mission and make technology more accessible to differently-abled consumers.

Approach

We led strategic visioning and user experience workshops to guide brand strategy. A prototype was built and we partnered with a leading digital agency to run an observational study on how people with disabilities use smartphones. We recorded findings and presented them at conferences. We also created a company website, Twitter profile, Facebook Page, and Slideshare account to share our findings.

Impact

The research contributed to the body of literature on the topic and generated interest by industry leaders including Canada’s leading media nonprofit specializing in media for the blind, visually impaired, deaf and hearing impaired. Our work has helped improve accessibility standards, particularly in the use of haptic feedback (vibrations) for users with low vision.

Testing the Market for A Website Valuation Startup

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Challenge

The founder of a website valuation startup approached us to resolve challenges with their business strategy and to accelerate growth.

Approach

We conducted secondary market research and in-depth interviews with the founder and with the chief technology officer. Then we facilitated two strategy workshops which refined the business model and brought together the CEO, CTO, and two mentors to revise the business plan and financial projections. Then we tested the market through inbound marketing, A/B testing, and growth hacking tactics.

Impact

The client’s advisors agreed to an equity stake in the company following the strategic planning workshops. They used insights generated by our market tests to improve their minimum viable product. The strategy workshops provided a foundation upon which they explored strategic partnerships with key industry players.

Leading Strategy for A Sports Video Tech Startup

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Challenge

A sports video technology startup needed a business plan and go-to-market strategy rooted in firm market research with which it could raise equity financing.

Approach

We reviewed existing strategy, finance, and marketing documents. Then we facilitated strategic visioning workshops and commissioned independent market research, developed a strategic plan, and prepared a go-to-market strategy. This groundwork underpinned investor relations documents, which we developed for the client, and served as the framework for key messages about the company.

Impact

The client secured several meetings with angel investors and institutional venture capital firms in Toronto, New York, and San Francisco. We agreed to an equity stake in the business and pitched to investors alongside the client. Based on our strategy, the company brought on a new investor.