Unstrap: Executive Coaching to Grow a $5M E-Commerce Marketing Plan
Company
Unstrap is a Hong Kong-based eCommerce startup that specializes in fashionable covers for Apple products. With a mission to create standout smartwatch accessories, Unstrap believes that tech wearables are the future. The company combines striking design concepts with premium materials to turn ordinary smartwatches into eye-catching fashion accessories.
Situation
Nav, the Founder and CEO of Unstrap, contacted Zendog Labs for assistance. After gaining traction in major Asian markets, he wanted to explore global expansion while reducing marketing expenses. Nav sought guidance on growth strategies and optimizing the company’s paid advertising playbook. Our role was to provide clarity, prioritize action steps, and identify cost-effective methods for scaling.
Actions
We initiated a series of "sparring sessions," structured discussions aimed at providing strategic insight and support for founders. Over multiple sessions, we focused on the following:
Evaluating Unstrap’s marketing strategy and identifying inefficiencies in paid ads.
Suggesting cost-effective growth tactics and recommending new advertising approaches.
Helping Nav prioritize action items for global expansion and marketing improvements.
Analyzing the company’s unit economics, which revealed that Customer Acquisition Costs (CAC) were too high.
Results
Through these sparring sessions, Nav gained clarity on his strategic priorities and actionable next steps. He hired a new agency to manage advertising expenses and experimented with new marketing tactics to reduce reliance on paid ads, which was crucial since our analysis showed that Unstrap's Customer Acquisition Costs (CAC) were threatening profitability.
We also identified significant seasonality in Unstrap’s business, especially around the holiday shopping period, enabling better planning for seasonal demand.
Context
Capabilities: Executive coaching, marketing strategy, paid advertising, vendor selection, market expansion
Technologies: Zoom, Meta Ads, TikTok Ads, Google Ads, Shopify, Google Analytics
Locations: Hong Kong, China
Industries: E-commerce, fashion
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