Case Studies

CustDev & Product-Market Fit for Wealth Management Software

Task

Validate product–market fit and build a go-to-market narrative for a wealth transition software product for $3M–$99M capital owners. The product enables a single inventory of all assets plus automated triggers that release full asset information to a designated next-generation recipient if something happens to the owner.

Solution

Desk research to frame the market problem, including $400B+ unclaimed wealth globally and up to 70% wealth loss during transition driven by missing or fragmented asset information
Long-form primary research program (12+ months) targeting HNWI/UHNWI, designed specifically for a "money + family + mortality" taboo topic where direct questioning fails
Recruitment and execution at scale: 13,000+ respondents
Interactive and projective methodology — non-direct prompts and scenario modeling — to unlock truthful answers without asking "in the face" questions
Synthesis of insights into positioning, messaging, and objection-handling: how to introduce the problem, which pain routes work, and what language the audience accepts
Conversion of research into an inbound marketing engine: 15+ content assets aligned with HNWI/UHNWI trust filters

Result

The research became viral: the initial plan was 5,000 respondents, but it scaled to 10,000+ through organic sharing — ultimately 13,000+ total. The inbound content stack built on the findings helped attract the first 200 clients, succeeding where direct advertising underperformed due to low click intent and a high-sensitivity message.

B2B Research & Strategy for Partners Store Management Software

Task

Develop a portfolio prioritization and category management strategy, research and improve customer navigation in branded gas stations and a mobile application, and develop a new In-Store toolkit and B2B software for the client's partner network.

Solution

Analysis of internal sales data for 5 years combined with distributor sellout data
Audit of retail outlets across the partner network
In-depth interviews with B2B partners to map operational pain points and decision logic
Comprehensive analysis of sales data compared against research findings
Development of an in-store strategy and CATMAN framework
Development of in-store toolkit and PRD for the B2B software product

Result

Double-digit sales growth in the Liquids & Lubricants category at locations where new CATMAN and in-store communications strategies were implemented. Double-digit in-app sales growth across 1M+ active users.

Qualitative Research & Go-to-Market for a Private Aviation Startup (USA)

Task

Conduct deep qualitative research with private jet users (core market: USA) for an early-stage startup aircraft model with a fighter-jet-inspired design, and translate insights into a product marketing and communication strategy that would support sales positioning and investor fundraising.

Solution

In-depth interviews with target users who actively fly via private jets — behavior-based audience, not aspirational
Mapping of the US market logic and decision context: why people fly private, who influences the choice, what "ownership" really means
Insight-driven segmentation: separating "users" from "buyers," isolating the true addressable buyer segment
Strategic reframing of the offer around the strongest drivers: ease of purchase + operational "done-for-you" support
Designing a built-in post-purchase ecosystem: a service partner model enabling owners to rent out the jet
Channel and touchpoint strategy based on where the audience concentrates: F1 weekends, Super Bowl, premium resort destinations
Packaging insights and strategy into an investor-ready narrative and presentation materials

Key Insights

80%+ of private-jet users do not want to buy a jet — not due to affordability, but due to the operational complexity and post-purchase burden
The real sellable segment is the remaining ~20%, and for them the #1 driver is simplicity of acquisition: paperwork, compliance, operational prerequisites
50%+ of the buyer segment plans to rent out the jet — so an integrated rental/management pathway is not an add-on, it's part of the core product promise

Result

The strategy and communications package supported the startup's early fundraising and helped secure its first investment round, presented at World Trade Center, Moscow (2018).

Pre-Launch Research for Residential Real Estate Management Software

Task

Conduct full pre-development research for a property management SaaS product targeting active landlords in Russia — to validate the market opportunity, define target segments, map the competitive landscape, and produce a go/no-go decision backed by primary data.

Solution

Open-source market analysis using Rosstat, DOM.RF, CIAN, Avito, SberIndex, IRN.ru, Nikoliers, and ExpertRA
8 in-depth expert interviews: private investors, property managers, platform insiders, market analysts, and real estate journalists
Customer segmentation across 5 tiers by portfolio size — from accidental 1-property landlords to enterprise operators
Competitive landscape mapping: Yandex Arenda, RealtyCalendar, Bitrix24, AmoCRM, and enterprise PMS systems
TAM/SAM/SOM analysis: ₽61.5B total addressable market, ₽16.2B serviceable market
Pricing model validation: three-tier SaaS structure (Lite / Pro / Team) cross-referenced against expert willingness-to-pay data
SWOT analysis and strategic positioning framework vs. market leader

Result

Clear go decision supported by data: defined primary target segments (Serial Privateers 3–9 properties and Mini-Managing Companies 10–30 properties), validated pricing architecture, and identified the key strategic position — transparent "Glass Box" model vs. the dominant player's opaque "Black Box" approach.

Research also identified two high-priority entry triggers: the 5-unit and 15-unit operational thresholds where manual management collapses and demand for automation spikes.

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