Fashinza · Customer Discovery Case Study 100% of meeting target, 10% reply rate from founders and C-level.

The COVID-19 pandemic brought significant challenges to the global supply chain, particularly international fulfillment. While launching in 2020, Fashinza was poised to handle these global disruptions. With their success at home in Gurugram, India, it was time to expand to the North American market. With a workforce of 200 employees, Fashinza’s founders sought to learn directly from North American fashion brands about how they perceived production challenges to develop a go-to-market strategy for scale. They wanted to understand the core pain points of DTC brands - including undiscovered value propositions that resonated with their ICP to help refine their outbound prospecting strategy.

Over a 90-day period, JJELLYFISH went into the market as a US-based extension of the Fashinza team. In that short period of time, JJELLYFISH developed and executed:

ICP focused on specific functions within the Fashion and Apparel industry that were challenged to meet low minimum order quantities.

Problem discovery process to collect evidence and generate insight to inform sales & market expansion decisions led to uncovering two widely accepted problems that the Fashinza team can sell to.

Structured attraction messaging focusing on the pain points for key problem owners in a highly network-driven industry.

Furthermore, outbound conversion rates were measured closely to understand the viability of outbound sales motions.

This project allowed Fashinza insight into how DTC brands struggled to find modern methods of tracking production outcomes, communicating with suppliers overseas, and optimizing their sampling and design process. They have been able to leverage our findings to better inform their sales process, implement successful portions of the JJELLYFISH outbound playbook, and have since begun hiring new salespeople, product, and marketing leaders and secured a partnership with the biggest retailer in the world.