Go-To-Market Strategy
I led a cross-functional team of four to build a Go-To-Market strategy from the ground up for Edulis, a San Francisco–based haircare startup. Grounded entirely in user research and survey data, our strategic recommendations were adopted by the founders for the 2028 launch and delivered through an immersive experience presentation.
Client
Stealth Startup
Year
05/01/2025
The Design Challenge
In my senior year at Pitzer College, I took an advanced Human-Centered Design course that partnered with Edulis, a material science startup reinventing hair color, to bring a new product to market.
The Problem:
How to lighten hair without chemical damage to the customer, the stylist, and the environment.
The Startup’s Solution:
A chemically engineered, damage-free hair bleach that lightens hair without compromising its health or integrity.
Our GTM Strategy Solution:
An experience presentation showcasing ‘One Chair at a Time’ — a scalable strategy introducing Edulis’s lightening technology through high-end salon partnerships, building market presence chair by chair.
The Solution
Our go-to-market strategy was delivered through an immersive experience presentation outlining the full GTM plan, including brand strategy and market positioning. Grounded entirely in user research, the proposed solution will be implemented by the founders for the 2028 launch.
Explore the experience presentation below.
Stakeholder Collaboration
Over three months, I coordinated three stakeholder check-ins with the founders, designing progress presentations that highlighted research insights, strategic direction, and next steps.
Each presentation maintained a cohesive brand look, keeping stakeholders aligned while showing how user research informed every decision and building toward the in-person final presentation.
