Perfecting the G2M Launch of a Luxury Personal Transformation App

Challenge

Entering the wellness sector in 2024 is highly competitive, but with the right market positioning, clear product offerings, and a strong brand, the barriers to entry can be minimized.

To determine the best approach, we analyzed the product’s unique selling points (USPs), prioritized them for sales objectives, and aligned the business’s long- and short-term goals across key health perspectives: financial, brand, market, and stakeholder. This groundwork established the foundation for marketing priorities.

Solution

As interim CMO, we delivered full-service marketing support, managing the GTM strategy, creative direction, budget oversight, and key organizational hires. We led the preparation stages and product beta tests, enabling a confident brand awareness campaign launch and equipping the founder and investors with the validation needed to fund a larger campaign.

By establishing a new shared company consensus, we positioned MESH as a personal transformation app. Unlike "fix-it" wellness market leaders like Calm, Headspace, or various course-based platforms, MESH targeted wellness seekers who had already begun and invested in their wellness journey. We identified them as "intermediate seekers". These users typically have a daily practice and are familiar with concepts like shadow work, transcendental meditation, and influential wellness figures such as Joe Dispenza, Rumi, and Gabor Maté. This positioning was crucial to understanding market entry strategies, building credibility within the audience’s network, and driving direct audience conversions.


Results

We developed a stealth marketing strategy with key performance indicators (KPIs) of acquiring 1,000 paying customers and building an audience list of 5,000—targeting a premium price point of $89/month, 750% higher than the average app subscription in the Apple lifestyle and wellness sector. Achieving these goals required a smart launch strategy, leveraging targeted audience networks, securing launch partnerships, and working within a restrictive pre-revenue budget.

Leveraging our expertise and industry connections, we enlisted top creatives and healers while activating community networks to drive organic reach.

Through the launch campaigns we directed and audience testing we conducted, we achieved CPA targets, identified the most effective channels for optimization, and validated the price point, communication strategy, and brand alignment with beta testers.

Ultimately, we enabled MESH to confidently launch toward its year-one revenue goals and provided the proof needed to secure a Series A funding round.