From deep-tech diagnostics to an investor-ready story and product

The challenge

A fast-growing European health tech start-up had a window to raise from U.S. investors, and it wouldn't stay open long. The team's expertise was in medicine and technology, not the U.S. investor landscape. Their pitch was overly technical, mixing philanthropic ambitions, commercial offerings and new capabilities into one confusing story. There was no budget for formal market research and no creative team to elevate the brand or the app.

Listen and envision

I interviewed the founders and reviewed customer feedback to understand the market and the value through the eyes of the patients and medical lab scientists it serves. I spoke with an existing investor to understand what new investors would look for, and ran extensive desk research to ground the story in data where formal research wasn't possible.

Design the strategy

I designed and ran a workshop with stakeholders to validate product-market fit and sharpen the value story. From there I defined clear value propositions and a U.S. go-to-market strategy, and focused the pitch on the core commercial value. The founders and board aligned on one direction they could all stand behind.

Make it real

• Strategic diagnostic, including in-depth market research and a heuristic experience audit of their digital tool.

• A complete investor-ready deck that connected customer value, market opportunity, go-to-market and long-term vision to support their funding ask.

• A refreshed product UI design to show credibility to investors, with the value propositions threaded into its features and UX, implemented hand in hand with their engineering team.