Cookaway had been operating for a couple of years, and had grown from strength to strength. It offered consumers world cuisines in a box, with no need to track down difficult-to-source ingredients, and gave them the chance to interact with chefs in virtual “cookalongs”.

Organic growth had been good, but there was an opportunity – and a requirement – to think about the business model and the brand properly before raising a further round of investment, to prepare it for scale and to make the case for investment.

I led the initial commercial strategy to strip the business model back to the bare essentials and think about where to focus in the future. That involved some in-depth thinking about the customer journey, and how to drive frequency without relying on subscriptions and while maintaining margins.

I then worked on the brand strategy for the transformation of the brand, with a new consumer focus and a new brand positioning, and worked with the CMO to develop an activation and marketing strategy to help grow the brand following the launch of the new identity.

• A focused business model with a greater understanding of competitive advantage and where margin power could come from
• An investor narrative and designed/copywritten investor deck for the Series A fundraise
• A brand strategy, consumer segmentation, hierarchy of messaging, and creative platform
• Marketing workshops and the development of a marketing and brand activation strategy
• Ongoing strategic consultancy