Strategic Repositioning During Product Evolution (From MVP to MLP)

30/05/2025

Industry: MediaTech / Interactive Storytelling App
Context:
The company was moving from MVP (minimum viable product) to MLP (minimum lovable product). While the product team focused on building features for user delight, retention had dropped and investors were pressing for clearer traction. The product's core positioning had become misaligned with both its capabilities and market expectations.

Problem:
Despite a high-potential product, stakeholder confidence was wavering. Internally, teams operated with fragmented understanding of who the product was for and how to communicate it. Externally, users perceived it as an underbaked concept. There was a disconnect between the promise and the experience.

My Role:
As Brand & Strategy Consultant, I was brought in to drive the repositioning project in tight collaboration with the CEO, Product Lead, and UX Researcher.

What I Did:

  • Conducted a Brand Audit & User Insight Mapping (quantitative usage data + qualitative interviews)

  • Facilitated cross-functional workshops to align stakeholders on a redefined Value Proposition

  • Developed a new Strategic Narrative that repositioned the product not as a tech gimmick but as a tool for emotional user expression and collaborative creation

  • Worked alongside UX team to bring the new story into onboarding flows and retention journeys

  • Led investor-facing narrative for the upcoming funding round

Team Involved:
CEO, Product Manager, UX Lead, User Researcher, Marketing Intern, Stakeholder Advisor

Results:

  • Retention metrics improved by 21% within 8 weeks post-launch

  • Achieved internal alignment across 3 departments on key messaging and purpose

  • Enabled the team to present a clearer MLP roadmap that secured continued funding and stakeholder trust

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