A Great App With No Front Door — Engineering the Go-To-Market for a Consumer Wellness App
Tide had built a great room with no front door. The product was the room. The go-to-market was the door, and there wasn’t one. In consumer apps, where discovery is brutally competitive and the stores surface what already has momentum, “build it and they will come” is not a strategy — it’s a hope, and hope has a terrible install rate.
services-
- Branding
- GTM Engineering
- Go-To-Market Strategy & Launch)
Engagement Duration-
5 Months (Pre-Launch through First 90 Days Live)
Ecosystem Growth-
$32,000 USD over five months**, covering GTM strategy, app store optimisation and store presence, launch creative and channel testing, lifecycle/retention design, and 90 days of live optimisation post-launch.
The Challenges-
- Downloads are a vanity trap.
- Wellness apps have a notorious retention cliff.
- Five months is a real but finite runway.
Strategy We Build-
- Phase One — Positioning, Store Presence & Launch Architecture (Months 1–2, Pre-Launch)
- Phase Two — Launch & Channel Discovery (Month 3, Launch Window)
- Phase Three — Activation, Lifecycle & The First 90 Days (Months 3–5)
Result We Make-
Every launch we engineer starts before launch,
with a question most teams skip: *what’s the moment a new user has to reach for them to stay,
and how do we point every acquisition dollar at getting them there?*
If we can’t answer that, we’re just buying installs into a leaky bucket.
From there we build the store presence as a conversion surface, run disciplined channel tests that measure cost per *activated* user rather than per install, and stand up the onboarding and lifecycle loops that fight the retention cliff — all sequenced so the engine is running before the spend scales. We hand you a machine you understand and control, not a campaign that ends.
If you’ve built something good and you’re about to launch it into silence, we’d like to understand your user before proposing anything.
How We Make-
Every tokenomics engagement we take on begins with the same question:
*what value does this protocol genuinely capture, and what must the token do that the protocol cannot do without it?* Not “what’s a fashionable supply” or “what did a competitor do,” but what the token is actually for.
From that answer we design backwards — the supply, the emission and vesting schedule, the utility mechanism, the liquidity strategy, the launch sequence, and the post-launch stabilisation plan. We model every design under conservative, base, and optimistic scenarios, and we stress-test it against the unlock-cliff question before a single token is minted. We make exchange and market-maker introductions; we do not take custody of funds or trade on a client’s behalf.
If you are preparing to launch a token — or you have a model you are not certain would survive its own unlock schedule — we would like to see your Constraint Map before proposing anything.
A launch that’s a system, not a hope. Users who activate and stay. An engine you can keep scaling