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

The health benefits of regular exercise are undeniable, yet maintaining a consistent workout routine can be challenging. FitCraft, a New York-based startup, set out to make fitness fun and engaging. They developed a mobile fitness game that pairs users with a virtual trainer who tracks progress and uses gamification techniques to reward efforts. Each workout adjusts dynamically to the user’s fitness level. Additionally, FitCraft’s multiplayer mode allows users to work out with family, friends, or anyone worldwide at any time.

The FitCraft team approached me during a pivotal moment in their startup journey. They had a functional prototype of the FitCraft mobile app and some high-level ideas for market entry. However, the product had not been exposed to customers, and one of the co-founders had left, creating uncertainty about the way forward.

My task was to help FitCraft diagnose their current situation and develop a clear strategy for moving forward. This involved auditing FitCraft’s vision, product, growth, team, and funding, and then presenting actionable milestones for improvement. I was also to assist in executing these new priorities to ensure the startup's successful growth.

I started with a comprehensive Growth Audit Report, which provided an in-depth analysis of FitCraft’s status across various dimensions, similar to a VC’s diligence process. This report included:

Vision assessment

Product evaluation

Growth strategy review

Team analysis

Funding status check

Based on the audit, I identified 10 actionable milestones for FitCraft. My next steps included:

Developing an ideal customer profile to define target buyers, their challenges, and preferred channels.

Conducting customer research through calls and surveys to gather valuable insights.

Providing guidance on a new landing page and paid social strategy.

Offering around-the-clock mentoring via calls and Slack to support the FitCraft team in executing their new priorities.

Through my partnership with FitCraft, they gained a clear and strategic path forward. The Growth Audit Report and my continuous support helped the team refine their vision and product while aligning their growth strategy with market demands. FitCraft is now better positioned to achieve its mission of making fitness fun and engaging, and the startup is on a strong trajectory to reach its growth targets.