MYAH Brand Strategy and Go-to-Market

Result

Scored 295/300. My professor recommended developing the concept beyond the classroom with support from Pace University mentors and its entrepreneurship and business cells.

Business question

How could a women's body-intelligence concept help users understand patterns across symptoms, routines, and life stages without making medical promises or overwhelming them with disconnected data?

What I built

I developed the brand positioning, target personas, customer journey, launch messaging, content strategy, trust boundaries, and KPI framework.

• Positioned MYAH around whole-body, pattern-first understanding
• Defined priority audiences and their core needs
• Mapped the journey from awareness and onboarding to continued use and advocacy
• Built messaging around education, relevance, privacy, and control
• Defined KPIs for acquisition, activation, engagement, retention, and trust

Business value

The project shows how I turn a broad product idea into a structured marketing system connecting consumer insight, brand strategy, customer experience, responsible communication, and measurement.

Next step

The concept has not been commercially launched. Based on faculty feedback, the next stage is to strengthen it with real user research, mentorship, and entrepreneurship support before testing a practical pilot.