Go-to-Market Strategy

Bringing a world-first training course to market.

A disruptor in the gem education space, The Gem Academy was the first company in the world to launch comprehensive, interactive online training that focused on the complex topic of laboratory-grown diamonds.

I was approached by the founder of a new business and asked to advise on bringing a world-first training course to market.

Developed a go-to-market strategy for the flagship course. Identifying the target market and developing buyer personas, crafting product proposition, and messaging. Advised on pricing, distribution, tactics, and subsequent brand development.

Worked closely with the founder via virtual meetings, whiteboards and shared documents.

The founder has grown her personal brand to become a subject matter expert, securing international speaking engagements and media exposure in 7 industry publications. Following the success of the business, a second product will be launched in January 2022.

“I cannot express how grateful I am to Elaine. Not only is she knowledgeable, wise and adept at her craft - she is friendly, kind, and has a great sense of humour and so working together is a real joy. Elaine breaks down the process of marketing a business into manageable steps and is a wonderful cheerleader. She helps to keep me on track and is excellent at pointing me in the right direction whenever I feel overwhelmed. I highly recommend her services.”

Julia Griffith

Founder and Course Creator, The Gem Academy

Elaine Ruddie

Go-to-Market Strategy

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