Side Projects
Where I explore category creation and taste. These projects let me experiment with new markets and apply product strategy to different contexts.
Problem → Solution
Traditional honey packaging creates mess and waste. Developed aluminum tube packaging (like toothpaste) to eliminate mess while creating premium, convenient experience that justifies higher pricing.
Brand Pillars
Positioned around convenience, quality, and sustainability. "Frothin'" brand appeals to energetic, outdoor-focused consumers who value both performance and environmental responsibility.
Packaging Innovation
Researched aluminum tube system that eliminates mess, reduces waste, and creates distinctive shelf presence. Worked with suppliers to ensure food safety and cost viability.
Segmented ICPs
Identified three primary customer segments: health-conscious millennials, outdoor enthusiasts, and busy professionals. Developed specific messaging and channel strategies for each.
Staged GTM
Created phased launch: direct-to-consumer first to validate demand, then specialty outdoor/health retailers, finally mass market distribution. Each stage builds brand equity before competing on traditional metrics.
Systematic Incubation Process
Applied rigorous idea validation methodology to a consumer networking tool for job seekers. Conducted 50+ user interviews and MVP testing before making strategic decision to shelf the project.
Key Results
Successfully validated problem-solution fit through extensive user research and MVP trials, then demonstrated strategic discipline by choosing not to pursue consumer company at that time.