Turning Around FitCraft: Go-To-Market Strategy and Cap Table Advisory

Company

FitCraft is a New York-based startup dedicated to making fitness fun and engaging through an innovative digital health app. The app provides an immersive fitness experience by pairing users with a virtual trainer, who designs tailored workout regimes and incorporates gamification elements to reward progress. Users can choose to work out solo or join multiplayer sessions with friends and family, transforming fitness into a social and enjoyable activity.

Situation

The FitCraft team approached us at a critical time. They had a functional prototype of their mobile app and some initial ideas for market entry, but the product had not yet been tested with customers. The departure of one co-founder created uncertainty in their strategy moving forward. Our goal was to help FitCraft assess its current status and create a clear path for future growth. This involved auditing their vision, product, growth strategy, team dynamics, and funding situation, followed by actionable recommendations for improvement.

Actions

We started with a Growth Audit Report, similar to a VC’s due diligence, evaluating FitCraft on several dimensions:

• Vision assessment

• Product evaluation

• Growth strategy review

• Team analysis

• Funding status check

From the audit, we identified several immediate needs, such as developing an ideal customer profile to target specific buyers, their challenges, and preferred channels. The team conducted customer research through calls and surveys to gather valuable insights.

We provided ongoing support through multiple mentoring calls and Slack communication, giving feedback on the new landing page, paid social strategy, and customer survey.

Results

Through this partnership, FitCraft gained a clear strategic direction. The Growth Audit Report and ongoing support refined their vision and product, aligning their growth strategy with market needs. The team also resolved the co-founder conflict, ensuring stability for the company. FitCraft is now well-positioned to fulfill its mission of making fitness enjoyable and is on a promising path to meet its growth targets.

Context

• Capabilities: product strategy, launch strategy, customer research, customer interviews, customer surveys, executive coaching, co-founder conflict resolution, venture capital, cap table advisory

• Technologies: Meta Ads, Semrush, Ahrefs, SurveyMonkey, Zoom, Slack

• Locations: New York, United States

• Industries: Digital Health, Virtual Reality, Augmented Reality