Establishing Sequel’s B2B Pipeline

Problem Solving | Feedback Design & Management | Need finding | Market & User Research | Visual Communication | Physical Design

Situation

Sequel is an innovative tampon company that wanted to launch B2B in NYC fitness studios.

Task

My job was to …

1. Decide who Sequel should partner with.

2. Effectively integrate our product into those chosen studios.

3. Acquire product feedback from studio customers.

Action

What did I do?

  1. Scouted studios, observed and frame-worked to gather insights, completed research and negotiated.

  2. Created display cases and other physical assets to onboard the studios.

  3. Created a survey and conducted ethnographic research to understand how our product can win.


After visiting and observing 12 different studio chains, I began to strategize and think logically through the process

In order for the operation to be a success, the studio’s customers needed to …

  1. See our tampons

  2. Take a tampon

  3. Use the tampon

  4. Remember to give feedback after trying the tampon

Insights:

One of the biggest insights was that we needed to integrate ourselves into studios that prided themselves on their community and inclusivity.

more community = more connectivity amongst customers, aka people talk to each other and could spread the word on our product/remind each other to give feedback.

more inclusivity = customers are more open minded and not holding onto the stigma around talking about periods.

Results

  1. Launched product in 20 fitness studio locations.

  2. Lowered our CAC and widened brand awareness.

  3. Pivoted to a newer, shorter survey to acquire more data and hit our KPIs.

Studio Research

Mind map of the product integration and potential barriers


Physical Assets

The next challenge was to design display cases that would encourage users to take tampons and give feedback. I consulted with a design firm to create 2 displays with QR codes that linked to our product feedback survey.

  • The large display cases (left) were utilized at the beauty bars and large counters in the studios

  • The small jars (right) were utilized in smaller studios and single stall bathrooms

Multiple display cases were designed to cater to the varying needs of the studios


Product Feedback

Once the product was stocked in the fitness studios, it was time to track feedback and make adjustments where needed.

Our feedback system incorporated quantitative survey feedback surveys and emphasized qualitative user interviews.

I held weekly check-ins with the team to report survey response rate and evaluate how we can improve our system.

After the survey was rolled out, I led a pivot to a more concise survey and a heavier emphasis on user interviews.

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Product Development - Sequel's Menstrual Pad