Case Study

Challenge / Objective

As founder of MirrorMirror, I was entering a crowded consumer app market dominated by heavily funded competitors. With limited resources, the challenge was to differentiate the app — which allowed users to get social input on everyday decisions — and build an initial user base from scratch. The objective was to create an engaging brand story, launch successfully, and prove traction quickly enough to attract sustained users.

Workstreams

• Developed brand positioning around “social decision-making made simple.”

• Oversaw app design, UX, and beta testing with early adopters.

• Created launch strategy using PR outreach, app store optimisation, and targeted community campaigns.

Results

• Secured coverage in tech and lifestyle press, driving credibility.

• Achieved thousands of downloads within first months post-launch.

• Built engaged early adopter base that provided continuous feedback.

Bottom Line

MirrorMirror’s launch proved that with smart positioning and storytelling, even a bootstrapped app can secure visibility and early user traction. This experience gave me founder-level perspective on growth marketing and customer engagement from the ground up.