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Mimconnect: Go-To-Market Strategy

Develop go-to-market plan to deliver unique value to target audience utilizing the right narrative at the right time.

Date:

October 2016 - December 2018

My Role:

Product Marketing & Brand Strategist

Company Stage:

Start Up 

Type of Work:

Go-To-Market Strategy

Project Background:

Minorities in Media Connect (Mimconnect) is the first professional platform designed to connect professionals of color with a direct peer-to-peer community, encompassing job opportunities at top media companies nationwide while providing the resources to advance their careers.

I was tasked to:

Result:

Result:

Home Page

Market Research

Persona Development

Inbound Methodology:

This phase was focused on research and understanding. Through surveys, user interviews, and focus groups I was able to understand the pain points professionals of color were facing. I did competitive analysis to identify platforms that was solving this problem that we could potentially parter with if possible.

Outbound Methodology:

In this phase, I took the market research information I received to influence Mimconnect's product offering and identified the right promotional strategy leveraging social media to drive awareness and users to join the community. Through market feedback we launched on a freemium pricing model with a paid subscription tier to unlock additional features.

Positioning:

For professionals of color who are struggling navigating through their career. Mimconnect provides peer to peer community, career resources, and thought-leadership programming. Unlike other professional networks that are one-sided and formal, Mimconnect is the only professional platform that aligns with culture to resonate with multicultural professionals.

Product:

Mimconnect provides access to digital community of multicultural professionals and career resources to help you level up in your careers.

Price:

Freemium model with option to upgrade to premium tier for exclusive resources through annual subscription.

Promotion:

Drive promotion through social media marketing and live programming through partnerships with media companies leveraging real-time social coverage to drive earned media.

Perfection: Market Research & User Interviews

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