Service repositioning for a startup
Crafted the award winning strategy and redesigned the B2B platform for the impact startup
Client: ANIMOB
Duration: July 2025 – Present
Role: Strategy, research, service design, product design, communication
Impact
- Improved client conversations with a clearer value proposition
- Secured a 3-year contract with GALP
- Won a €15k prize at the EIT Food competition
- Enhanced founder clarity on business direction and internal processes
Challenge
ANIMOB's founders had developed their concept over four years before this engagement. The company needed to clarify its organisational identity, articulate its unique selling proposition, and redesign digital touchpoints to drive sales and improve user experience.
The project joined via the EIT Food TeamUp venture building programme and covered three interconnected workstreams: company repositioning, website redesign, and platform redesign.
Part 1 — Company Repositioning
Understanding the current state
Mapping workshops were led, existing materials reviewed, organisational maturity evaluated, and the startup's pitch was observed with real audiences to understand how it landed.
Key problems identified:
- Unclear distinction between service and platform
- Vague two-layered problem articulation (climate impact + client operations)
- Unclear value propositions for different stakeholder groups
- No clear demonstration of design strategy's business value
Strategic framework
The repositioning used a Theory of Change framework, stakeholder mapping, and market segmentation. A service blueprint revealed process gaps and unvalidated assumptions.
Main strategic shifts
| Before | After |
|---|---|
| "Matchmaking platform" | "Land management service" |
| Platform as the product | Platform as an enabling tool evolving toward SaaS |
| Diffuse value proposition | Defined vision, mission, and USP per segment |
Outputs
The repositioning work produced a full suite of sales and communication materials:
Pitch deck — won €15k at EIT Food competition
Farmer-targeted magazine advertisement
Company brochures
Roll-up banner
Part 2 — Website Redesign
An audit of the existing website identified information architecture issues and communication gaps. Three specific design challenges were tackled.
Challenge 1 — Communicating long-term value
Positioned sustained results as ANIMOB's differentiator against competitors, highlighting both long-term ecological outcomes and immediate operational benefits.
Challenge 2 — Justifying service premium
Designed dynamic explanations showing the methods and technology that differentiate ANIMOB's approach from standard farming practices.
Challenge 3 — Farmer engagement
Simplified the livestock farmer section with clearer explanatory text and adjusted the "How We Work" illustration to show commission opportunities.
Implementation tool: Softr (no-code platform)
Part 3 — Platform Redesign
Coming soon.
Methods & Tools
Methodologies: Data analysis, Theory of Change, stakeholder mapping, user journey mapping, behavioral archetypes, service blueprinting, UX/UI design, workshop facilitation
Tools: Figma, Miro, Softr, Notion
Team
| Role |
|---|
| 1 Strategist |
| 1 Zootechnical Engineer (CEO) |
| 1 Agronomist (CTO) |