Thanks for making it =) ...

Pyur Solutions

Description

 

PYUR SOLUTIONS
JUN 2018 – OCT 2018

In the Summer of 2018, I joined Pyur Solutions as a contract Product Manager to launch Society Products, a D2C subscription home goods company.

 


‘SOCIETY PRODUCTS’ LAUNCH

DELIVERABLE 1

PRODUCT:

Society Products is a D2C home goods store with a subscription model allowing customers to buy our goods at cost. The brand was developed in conjunction with Aron Fay, previous partner at Pentagram.

GO-TO-MARKET:

Digital analytics proved a crucial role in our go-to-market strategy. We decided to use Indiegogo as a means of launching the brand, focusing our analytics strategy on gathering a large email list. Once the email list was built, we tested various messages until a satisfactory conversion rate on “Opened Emails-to-Donor” was established.

 

 


PRODUCT MARKETING STRATEGY

DELIVERABLE 2

PROBLEM:

Pyur Solutions needed a method of differentiation that was not rooted in product changes, but rather brand. Pyur had a large array of SKU’s with products covering various sections of home life, making the brand too general and not sticky.

STRATEGY:

To do so, we decided to split the Pyur Solutions brand into three sub-brands, each focusing on a specific line of products. The split allowed Pyur to have three independent LOBs with brand flexibility and room for deeper targeting in digital advertisements.

Categories: STRATEGY