The challenge‍

A UK-based mother and baby retail startup needed to validate and refine their value proposition to better serve new parents in their shopping journey. The challenge was to align their offering with market needs while developing sustainable revenue streams across their curated product and service mix.

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Our approach

We conducted comprehensive research and analysis across multiple dimensions:

- Performed deep-dive market analysis of the mother and baby sector
- Evaluated competitors across retail, curation, and digital platforms
- Conducted qualitative consumer research with UK-based parents
- Developed value proposition canvas mapping customer needs
- Created four distinct service pillars: Shopping, Shopping Assistance, Knowledge Sharing, and Community
- Designed four-level personalisation approach
- Established hybrid revenue model combining affiliate and subscription options

Our approach focused on uncovering unmet customer needs while identifying viable business opportunities across both product and service offerings.

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The results

The project provided clear strategic direction:

- Refined brand mission and value proposition
- Detailed service framework across four key pillars
- Comprehensive personalisation strategy
- New revenue model recommendations
- Validation plan with testable hypotheses
- Clear roadmap for concept development
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The new strategy positions the brand to better serve parents' needs through a combination of curated products, personalised assistance, knowledge sharing and community building.