iSono Health asked Studio Zao to conduct a market validation campaign to help present a compelling case to investors and raise a seed round of investment. Moreover, they wanted to get a view of their early adopters customer segment, and insights to plan a go-to-market strategy.
We designed and delivered an 8-week market validation and acceleration campaign that tested 11 different customer acquisition channels to gather evidence of market demand from an early adopter segment, and test acquisition costs – and relevance – of marketing channels.
We provided iSono with an entrepreneur in residence who has been managing the project alongside the startup founders, coordinating a team of domain experts that we had sourced to deliver the campaign.
Given the fact that the device lacked any FDA approval, we could not test willingness to buy through a pre-order. We identified a number of proxies able to provide investors with confidence regarding the level of commitment of the early adopter segment.
Here’s the campaign structure.