IT-startup

Role

CMO + Product Manager (B2B2C, SaaS+PaaS)
Challenge
The development team was creating a themed social network in the HoReCa segment with a dual business model:
- B2C: a venue guide for visitors with social networking elements and innovative features (NFT + dating service).
- B2B: a subscription-based SaaS service for restaurants, bars, and alcohol producers.
Key challenges:
- Lack of a clear go-to-market strategy.
- Divergent perceptions of product value within the team.
- B2B product not conceptualized to the level of functional features; Unit economics were not calculated.
- Need to define positioning for two distinct audiences simultaneously (venues + end users).
Solution
Team Collaboration:
- Conducted strategic sessions with Marketing, CPO, and CEO.
- Assessed team qualifications and work efficiency.
- Facilitated ideation sessions to generate special project concepts for promotion.
B2B Communications:
- Strengthened the value proposition for venues and producers.
- Developed CustDev interviews framework and questions to analyze user behavior.
Branding & Collateral:
- Prepared marketing materials: investor and client presentations, email copy, and communication templates.
- Launched social media channels for organic promotion.
Strategic Product Work:
- Defined Product-Market Fit and target segments (B2B & B2C).
- Mapped product use cases and developed positioning.
- Designed marketing strategy with creative concepts.
- Calculated unit economics and monetization models.
- Proposed pricing strategy and initiated roadmap and cost analysis.
Business impact
- Established a systematic Go-to-Market model, addressing the needs of two distinct audiences: venues (B2B) and guests (B2C).
- Built a strategic foundation for growth, including segmentation, pricing, unit economics, and monetization scenarios.
- Successfully launched the product: partnership with Bar Hub Expo provided initial public recognition and network effects within the HoReCa sector.
Links

ieye.app
https://ieye.app/download
https://t.me/ieye_Moscow
https://www.instagram.com/ieye_moscow
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