Vitamins.

The challenge

Vitamins had a clear product vision — continuous, data-driven employee wellbeing insights — but lacked a structured path to growth. Two core issues held them back: identifying the right customer segments and their actual needs, and building a repeatable GTM engine capable of delivering predictable results. The broader HR market context added urgency: burnout, retention, and generational workforce pressures are rising, yet many organisations still rely on infrequent surveys due to cost and workload concerns.

Our approach

• Stretch designed a five-phase GTM sprint to move from assumptions to a validated plan. Phase 1 aligned on growth objectives and GTM challenges. Phase 2 combined competitor analysis, interviews with target companies, partner conversations, and employee surveys to map how HR buying decisions are made. Phase 3 used segmentation, targeting, and positioning frameworks to define pain points by segment, current gaps, key firmographics, and tailored value propositions. Phase 4 validated segment propositions through Meta ad A/B campaigns, testing partner-led versus direct acquisition messaging. Phase 5 delivered a full roadmap with five priority GTM channels, messaging blueprints, ROI estimates, and budget forecasts.

The result

Vitamins emerged with a clear, prioritised picture of which companies to target and how to reach them. Value propositions were tested and refined per segment, five acquisition channels were selected and ranked, and an experiment roadmap covering 12–18 tests over six months was delivered. Key learnings included the cost limitations of Meta ads for niche audiences (pointing toward email and events), clarity on where a partner model outperforms direct acquisition, and the immediate low-cost opportunity within existing partner and shareholder networks.