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Transforming Voke - Repositioning for Market Success

Market Strategy and Product Strategy Management Consultant



Project Overview

Engaged with Voke, a venture-backed consumer packaged goods startup stalled at under $2 million in annual sales. Tasked with reevaluating the product's market positioning, I spearheaded a strategic overhaul to reposition Voke from an energy product to a premium supplement, leveraging its superfood ingredients for a refreshed brand identity and market approach.


Problem Statement

Voke faced stagnation in a competitive market, hindered by its positioning alongside energy products and a pricing model that made it non-competitive. The challenge was to redefine Voke's value proposition to capture a broader audience and drive sales growth.

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My Process

  1. Problem Framing Exercise: Synthesized dozens of market research documents to form a cohesive understanding of dog owners' needs and Purina's unique position to meet them.

  2. Strategic Analysis: Conducted a comprehensive audit of Purina-owned websites and identified key strategic opportunities for integrating services in a way that supports both new and existing customer journeys.

  3. Market Strategy Integration: Incorporated Purina’s relationships with breeders and veterinarians into the platform's market strategy, ensuring a holistic approach to dog care.

  4. Service Conceptualization: Developed detailed user journeys for the web platform and a companion mobile app, covering critical moments in a dog owner’s journey, from searching for a puppy to adapting to life with their new pet.


Solutions & Key Features

  • Comprehensive B2C Web Platform: A central hub for dog owners to manage care, connect with the community, and access Purina products.

  • Integration with Existing Services: Seamlessly connects with, breeder, and veterinarian services to provide a unified customer experience.

  • Mobile Application: Features tailored experiences for prospective and new dog owners, guiding them through the process of welcoming and caring for their puppy with personalized content and recommendations.

  • Strategic E-commerce Implementation: Designed to enhance the direct purchasing experience while respecting and complementing existing B2B relationships.

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Ingredient Highlight

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Tools & Techniques

  • Tools Used: Utilized a variety of strategic analysis and UX design tools, including market research synthesis tools, customer journey mapping software, and prototyping tools like Sketch and InVision.

  • Techniques: Employed strategic planning methodologies to navigate the complexities of integrating B2C offerings within a primarily B2B business model, ensuring a seamless transition and value creation for both dog owners and retail partners.

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The strategic initiative laid the groundwork for a novel B2C platform that aligns with Nestlé Purina’s vision of offering comprehensive care solutions to dog owners. The project's phased approach ensured a deep understanding of customer needs and strategic market positioning, setting the stage for a successful service launch.



This project highlighted the importance of strategic foresight in navigating the transition from B2B to B2C models, especially in maintaining partner relationships while innovating direct customer engagements. It demonstrated the value of integrating deep market insights with digital strategy to conceptualize services that truly meet user needs.

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