Replace flat box-SKU segmentation with a strategic lens tying every marketing and product decision back to business impact.
Full SWOT, customer interviews across 5 B2C segments + 1 corporate segment, BCG portfolio rebuild (Cash Cow / Rising Star / Question Mark / Long-Tail), paid-media allocation and catalog decisions mapped to the portfolio.
The strategy doc became the founder's weekly source of truth. 100% of paid-media spend is now portfolio-informed. Catalog choices reflect where growth actually lives.
The challenge
A B2C leisure brand with a strong product and 80,000+ boxes already sold was running on instinct, not strategy. The customer base was split into 5 flat "box SKU" segments — Couples, Families, Friends, Singles, Gifts — with no ranking, no investment lens, and no rule for where the next shekel of marketing spend should go. Paid media (~800K NIS/year) was allocated on vibes and on the founder's gut. Every quarter the same question came back: where is growth actually coming from, and what do we do more of?
The brand didn't need a new campaign. It needed a framework the founder could use to decide, on her own, every single week.
What I did
I built the strategic lens from the ground up.
SWOT — the honest one
- Worked with the founder and team to name the real strengths (brand love, 500+ Google reviews at 4.9★, wholesale-grade ops), the real weaknesses (no B2B channel, no retention program, broken email flows), and the threats that weren't on anyone's slide deck.
- Mapped opportunities against capacity, not against wishful thinking.
Customer segmentation — BCG-style portfolio
- Interviewed across all 5 B2C segments plus the corporate segment. Read every inbound email, support ticket, and post-purchase survey from the prior 12 months.
- Rebuilt segmentation from "box SKU" into a BCG-style portfolio: Cash Cow (Couples), Rising Star (Families), Question Mark (Corporate), Long-Tail (Singles, Friends, Gifts).
- Separated the corporate segment into its own Jobs-to-be-Done model so it could be built as a proper channel rather than an edge case.
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Translating strategy into spend
- Tied every paid-media decision back to the portfolio: Cash Cow gets efficiency spend, Rising Star gets growth spend, Question Mark gets disciplined test spend, Long-Tail gets organic only.
- Catalog and pricing choices mapped to the same lens.
- Single strategy doc became the source of truth the founder opened every Monday.
Shani brought structure and clarity where I had neither — and the strategic insight to turn that into real revenue. She helped me sharpen my focus, scale my operations, and tie every move back to the business. The impact was immediate.
The outcome
100% of paid spend is now portfolio-informed. The founder stopped spraying budget across SKUs that looked equal and started spending like an investor with a portfolio. The strategy doc — SWOT, segment portfolio, spend rules — is still the document she opens on Monday mornings to run the business.
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