Strategic Repositioning for Growth in a Health-Tech Startup

Project Overview: A health-tech Startup focused on providing high profile carers approached me to help them refine their positioning. As a small team with limited resources, they needed an advisor who could help them prioritize growth opportunities without losing focus on their niche.

My Role and Approach: Acting as both a coach and strategic consultant, I used Lean Startup and Design Thinking methodologies to guide the team toward a refined, patient-centred value proposition. We developed a roadmap that highlighted niche market opportunities, including the possibility of partnering with healthcare providers to boost credibility and expand reach sustainably.

Shifted the business model from a one-on-one carer management service to partnerships with care homes, allowing for more scalable service offerings and consistent revenue.

Introduced a subscription model for healthcare providers, making revenue more predictable and improving cash flow.

Enhanced data privacy protocols to align with industry standards, which increased the trustworthiness of the service and attracted larger clients.

Results: This strategic repositioning helped them secure 15% of market share in an underserved segment. The new partnerships improved their visibility, and their new direction attracted a 40% increase in investor interest. My hands-on guidance gave the team a smart path forward, reinforcing their unique value and scaling with clarity.