Mosaic Marketing Strategy: 8 Week Plan

Goal

Develop Mosaics marketing strategy, targeting both B2C (individuals seeking relationship insights) and B2B (therapists and businesses) markets.

Milestones

1. Experiment with Product and Conduct Market Segmentation/Analysis (Weeks 1-2)

• Familiarize yourselves with the Mosaic platform (how to upload, different features etc.) and focus on user friction (are the upload instructions confusing)- Dia
• Create concept art of a more user-friendly landing page that focuses on user usability (consider background videos of how to upload, previews of the dashboard etc.)- Chaaya
• B2C: Identify demographics, psychographics, and behavior patterns of potential users- B2B: Analyze needs of therapists and businesses separately- Anam
• Deliverable: Market segmentation report

2. Channel Strategy and Content Planning (Weeks 3-4)

• B2C Focus:
  
  • Identify top channels for reaching individual users (e.g., social media, podcasts, relationship blogs)
  • Research into what types of content are best for each channel (e.g., relationship tips for Instagram, longer-form content for blogs)
  • What are average costs to advertise through each channel (i.e. paying influencers, google ads etc.)
• B2B Approach:
  
  • Plan outreach through professional networks and industry publications for therapists
  • Identify business-oriented channels for corporate clients (e.g., LinkedIn, industry conferences, therapy websites)
  • Identify if it would be feasible to partner with larger groups? Ex. BetterHelp
• Deliverable: Channel strategy document and content calendar

3. Messaging and Value Proposition (Weeks 5-6)

• B2C: Create messaging that emphasizes personal growth and relationship improvement (example for what the best content to market the product is)
• B2B: Create value propositions highlighting time-saving and enhanced insights for therapists; data-driven decision making for businesses (example for best way to market to therapists)
• Deliverable: Messaging guide with separate B2C and B2B sections

4. Launch Strategy and Metrics (Weeks 7-8)

• Design separate launch plans for B2C and B2B markets
• B2C: Focus on viral potential and user engagement metrics
• B2B: Emphasize lead quality and conversion rates for therapists and businesses
• Research and propose pricing strategies that caters to therapists, and corporate clients
• Establish KPIs specific to each market segment
• Deliverable: Comprehensive launch plan, pricing strategy, and plan to see how the campaign is performing

Guiding Principles

• Personalization: Tailor all content and outreach to the specific needs of each segment. Also emphasize how our platform (especially for B2C) is maximally personalized. 
• Privacy First: Emphasize data security 
• For B2B: Absolutely emphasize that the platform does not provide recommendations, all it does is provide objective information about user relationship moments to help therapists ask better questions

To Keep in Mind

• Are there other needs you’ve discovered consumers have that Mosaic can fill
• What can be added to the product to enhance virality (sharing chats, creating songs etc.)
• What companies/organizations could Mosaic benefit by partnering with (16 personalities for mbti for example)

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