FROM PMF to GTM Fit

Oct 2024 - August 2025

Nurau had built an EQ coaching platform for frontline managers but was trapped in the "nice to have" category with scattered market focus and limited growth potential. Through a 9-month strategic engagement, I architected their transformation from a single-feature coaching tool into a comprehensive 3-in-1 revenue platform, repositioned them as the only mission-critical solution in their market, and provided the strategic framework for scaling to $2M ARR.

KEY CHALLENGES

• Single EQ coaching platform positioned as "vitamin" rather than business-critical solution creating weak buyer urgency
• Scattered focus across multiple verticals without concentration on demonstrated traction areas
• Limited product scope restricting market opportunity and competitive differentiation
• Undefined Ideal Customer Profile leading to misaligned sales and marketing efforts
• Strong pipeline generation with weak conversion due to startup risk perception and unclear value proposition

SOLUTION

1. Product Architecture Transformation: Single Tool to 3-in-1 Platform

Architected strategic evolution from standalone EQ coaching to comprehensive platform integrating operations support, EQ coaching, and actionable field intelligence. This transformation created unique market positioning as the only integrated solution addressing frontline operational challenges holistically.

2. Market Focus Strategy: Essential Retail Concentration

Conducted market analysis identifying essential retail as highest-traction vertical with measurable ROI (20-25% overtime reduction). Shifted from scattered multi-vertical approach to 70% essential retail focus where platform addressed urgent labor costs, compliance violations, and union organizing risks.

3. Strategic Repositioning: From Vitamin to Mission-Critical Painkiller

Transformed positioning from "EQ coaching for managers" to "platform eliminating frontline operational friction with instant compliance answers, EQ coaching, and actionable intelligence." Introduced the strategic concept of "in the flow of work" - positioning Nurau as embedded within daily operations rather than separate training tool. This created urgent economic justification replacing nice-to-have development with business-critical operational necessity seamlessly integrated into existing workflows.

4. GTM Architecture: Coordinated Revenue Strategy

Defined precise Ideal Customer Profile and created aligned Marketing-Sales execution framework. Established systematic approach connecting lead generation with conversion methodology, ensuring coordinated team execution toward shared revenue objectives.

5. Enterprise Strategy Framework: Risk Mitigation & Pipeline Conversion

Developed systematic approach to address startup risk perception through proof of value, enterprise credibility building, and implementation de-risking. Created pathway for converting strong pipeline into closed revenue through relationship-driven enterprise sales approach.

 Jan 2022 - Mar 2024

Embodied Labs faced challenges in scaling growth and establishing a foundation for a Series A funding round. Initially a 3-month contract, our partnership extended to a 2+ year mandate. This collaboration showcases how strategic interventions can propel a company toward sustainable growth and prepare for successful fundraising rounds.

KEY CHALLENGES

• Embodied Labs needed a clear and differentiated value proposition.
• Growth approach lacked SaaS focus and direction for driving scalable revenue growth.
• Inefficient data management across departments hindered insights into buying behavior.

SOLUTION
1. Identified Product-Market fit: Focusing on Moving the Needle
Working closely with CFO, product-market fit was identified to secure predictable revenue by focusing on acquiring net new logos within verticals with existing traction through an ABM approach vs. solely focusing on unlocking new beachhead markets.

2. Redefining the Narrative: A Compelling Value Proposition
Customer research was conducted to identify specific pain points and benefits. This data-driven approach allowed us to craft a compelling value proposition that resonated with ideal customer profiles. Embodied Labs’ website was redesigned to reflect their pioneering solution and function as a virtual salesperson.

3. Prioritizing Customer Needs: A Customer-Centric Growth Strategy
A growth strategy was developed considering the entire customer journey, from initial awareness to conversion and long-term engagement, working with sales & customer success teams. Every growth initiative was evaluated based on its potential impact on business objectives.

4. Data-Driven Insights: RevOps for Clarity and Predictability
RevOps practices streamlined and optimized business processes, data silos were broken down. HubSpot CRM became the single source of truth, capturing valuable data throughout the customer lifecycle. Improved data quality allowed for better reporting and analysis.

Huddol, a free thriving online community with 120,000 active users, sought to enhance user experience and better support personal growth and transformation. Transitioning to a mobile app expanded user reach and laid the groundwork for building a predictable revenue stream and not solely relying on governmental and corporate funding.

KEY CHALLENGES

• Reshape the Product into a Mobile App MVP: Evolving the existing web-based offer and functionalities to a mobile app format, ensuring an impactful user experience.
• Find Product-Market Fit: Identify the core features and value proposition that resonated most with the target audience, paving the way for sustainable growth.
• Diversify revenue sources: Huddol needed to build a predictable revenue model beyond one-time funds.
  

SOLUTION
1. MVP definition, go-to-market strategy, and pricing model were elaborated to support the goals.

2. Positioning & Value Proposition 

Collaborated with the CEO & CTO to refine Huddol's value proposition, emphasizing how the mobile app would enhance users' personal development journeys.

3. Tech Stack for Insights

Implemented a robust tech stack to effectively measure success and identify product-market fit:
- Segment: Captured user behavior data for detailed analytics.
- AppsFlyer: Tracked user acquisition channels for optimization.
- Mixpanel: Provided in-depth user engagement data to understand user journeys.

4. App Store Listing Optimization

Improve discoverability and attract users through listing optimization and paid keyword initiatives.

RESULTS

• Increased User Engagement: The mobile app format fostered greater user engagement compared to the web platform.
• Valuable User Insights: The implemented tech stack provided invaluable data that facilitated product iterations and feature prioritization.
• Strong Foundation for Growth: The mobile app paved the way for sustainable revenue streams, positioning Huddol for a successful Series A funding round. 

Market8.net started as a HubSpot partner web development agency, building high-converting websites for clients. The one-time project model limited recurring revenue and growth for SaaS startups. Additionally, managing a fully distributed team across locations presented challenges in accountability and efficiency.

KEY CHALLENGES

• Scaling revenue streams beyond selling one-time website development projects.
• Limited Revenue: Reliant on one-off projects, Market8 lacked predictable income and struggled with client retention.
• Distributed Team Management: Maintaining accountability and fostering a high-performing team across locations proved difficult.
  

SOLUTION 

1. Growth Marketing Retainer Model
Shifted away from one-time projects to ongoing marketing services through retainers, extending our offering to include SEO, conversion optimization, marketing automation, Paid Search campaigns, etc.

2. Agile & Waterfall Hybrid:
Optimized project delivery by implementing processes and a hybrid project management approach to handle both fast-paced and larger initiatives efficiently.

3. Remote Company Culture
Managing customers and teams allowed me to foster a company culture of "being in service to" while emphasizing results and accountability. This ensured our geographically dispersed team remained committed and focused on delivering client growth, despite physical distance.

4. Deep Customer Research
Reversed engineered the buying process to identify where the website fell within their buying process, and how to attract the right leads using offline and online channels. From there, we launched their new website as a persuasive sales pitch.

RESULTS

• Successful shift from website development agency to a growth marketing partner for SaaS.
• Increased Monthly Recurring Revenue (MRR),  jumping from $2,500 to $12,000 per month.
• Increased Client Lifetime Value (LTV) through deeper Client Relationships. The retainer model fostered stronger client partnerships, extending engagements beyond 3 years on average.

Jan 2019 - Jun 2020

FBD Frozen, manufacturers of innovative frozen beverage dispensers and beverage machines, hired Market 8 to redesign their website and turn it into its best salesperson. As fractional head of growth strategy and project lead at Market 8, FBD Frozen trusted Yasmine to build an integrated growth strategy and hire the team to execute on all digital initiatives.

KEY CHALLENGES:

• Before working with Market 8, FBD’s website generated a few leads per month but no sales.
• The marketing team was mainly focused on supporting the Sales Team with industry tradeshows and collateral development. 

SOLUTION:
 

1. Acted as FBD Frozen’s external marketing arm to support growth strategy.

2. Deep Customer Research
Reversed engineered the buying process to identify where the website fell within their buying process, and how to attract the right leads using offline and online channels. From there, we launched their new website as a persuasive sales pitch.

RESULTS: 

• The new website generated 10X the revenue in less than a year
• Digital Marketing efforts generated 47 leads a month, a leap from 24 leads a year.