From innovation to market fit
Corbit's technology was strong. The challenge was translating it into a clear offer for the right audience, in the right market, at the right time. That required stepping back from the product and asking harder questions: who needs this most, where, and how do they currently manage their condition? We ran structured research and facilitated co-creation sessions with Corbit's team to surface those answers. The work spanned user mapping across geographies, competitor landscape review, and business model assessment. Rather than treating all potential users as equal, we helped Corbit prioritise — identifying the primary users who would drive adoption and the secondary users who would influence purchase or recommendation. Out of that work came a prioritised product–market fit hypothesis, a tightened set of business goals, and a concrete set of actions to pursue. Not a vision document — a working plan.
A low reaction time getting to hospital is a question of life and death. Corbit's product addresses that window directly — the strategy work ensured the right people would know about it.
A roadmap built for action
Go-to-market strategy work often produces documents that sit on shelves. We were deliberate about avoiding that. The output from this engagement was structured to be immediately usable: a prioritised set of GTM actions with clear rationale behind each one. The roadmap reflected the realities Corbit was operating in — a spin-off environment, limited initial resources, and a product that needed to earn clinical and consumer trust simultaneously. That meant sequencing mattered as much as direction. We helped identify which markets and user segments to approach first, and why, so that early moves would build momentum rather than spread it thin. The team came away with both a strategy and the shared understanding to execute it — because we built it together rather than handed it over.
The engagement combined facilitation, research, and business design into a single, focused process — no unnecessary phases, no deliverables without a clear use.
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(2016-25©)
