Momentum Health - Go-To-Market Proposal

Core Objective & Brand Foundation

Momentum Mission & Voice

WE’RE ON A MISSION:
Fueling Africa’s drive to live stronger, move faster, and go further.
Designed to give your body what it needs to perform at its best.

Momentum Co: For People on the Move.

Core Objective: Drive the Movement (90 Days)

To launch Momentum Health as a credible wellness and lifestyle brand for Nigeria’s growing active and health-conscious demographic — driving awareness, credibility, and first 1,000+ product adopters within 90 days of launch.

Budget Philosophy: Strategic Investment for Impact

60%Digital Demand Generation (Paid + Organic)

25%Community/Gym Activations

15%Influencer/Creator Partnerships

Principle: Every naira invested must clearly drive awareness, acquisition, or advocacy. This is an impact-focused model.

Momentum shouldn’t just launch — it should ignite a movement. We blend disciplined performance metrics with lifestyle storytelling to build trust and a self-propelling community.

Strategic Launch Pillars (Action Plan)

Pillar A: Pre-Launch - Building Anticipation

(4–6 weeks before product drop)

Goal: Build anticipation, community, and collect first-party data.

Early Access Campaign: “Be Among the First to Feel the Momentum.” Collect sign-ups via a landing page with exclusive access, product trials, or limited drops.
Referral Milestone Program: Reward referrals (e.g., free merch, discount, gym pass) — create a gamified leaderboard.
Influencer Seeding: Collaborate with micro & mid-tier fitness creators, gym instructors, and lifestyle trainers (authentic voices).
Behind-the-Scenes Content: Show authenticity — sourcing, story, brand vision, team hustle.

Pillar B: Launch - Go-Live with Impact

(Go-Live Week)

Goal: Drive trial, buzz, and visibility.

Pop-up & Gym Activation: Partner with 3–5 premium gyms, health cafés, and fitness clubs in Lekki, Ikoyi, Victoria Island for sampling and co-branded challenges.
Paid Media Blitz (Digital-First): Google Search & YouTube Ads (target “best supplements for energy”, “gym recovery drinks”), Instagram & TikTok performance ads (video-first creative).
WhatsApp Broadcast Launch Push: Strong for Nigeria’s user behaviour.
Social Challenge: “#FindYourMomentum” — a simple, visual hashtag campaign that ties lifestyle to the brand ethos.

Pillar C: Post-Launch - Sustain & Scale

(Sustain & Retain – 1–3 months after launch)

Goal: Retain early users and scale advocacy.

Retention Drip: SMS/WhatsApp automation to reward repeat buyers.
UGC Loop: Encourage customers to share results — spotlight real stories weekly.
Ambassador Programme: Convert early referrers into Momentum “Tribe Leaders.”
Performance Optimisation: Review spend weekly, double down on top-performing creatives/channels.

Measurement Framework (Data-Driven Success)

Our focus is on metrics that reflect true Impact and traction, not vanity.

2,000+Pre-Launch Sign-ups

CAC< ₦1,500 (TBC)

3xROAS (Across Paid Media)

25%+Referral Participation Rate

30%Repeat Purchase Rate (First 90 Days)

Role: Fractional Head of Growth / Go-to-Market Strategist

I establish the analytics, funnels, and KPIs to ensure we confidently hit these targets and optimize our way to success.

Service Proposal: Your Growth Partner

My Role & Deliverables

GTM Roadmap & Strategy

Crafting the end-to-end GTM roadmap and channel strategy.

Demand Generation

Designing and managing performance/demand-generation campaigns (digital focus).

Budget & Coordination

Overseeing marketing budget efficiency, agency, and resource coordination.

Analytics & KPIs

Setting up the analytics, funnels, and KPIs to measure and report on success.

Community Strategy

Advising on community, referral, and influencer activation strategies.

💰 Pricing Strategy Options

Option A: Fixed Strategy Fee (Deep-Dive)

Timeline: 2–3 Weeks

Deep-dive market and audience analysis (competitor review, audience personas, etc.)
Full go-to-market plan and positioning framework
Channel strategy (paid, owned, earned)
3-month execution roadmap with timelines and milestones
Budget allocation and performance framework
High-level creative/communications brief for designers or agencies

£1,800–£2,700

(Depending on depth, hours, and deliverables)

Option B: Retainer for Oversight

Involvement: 2–3 Days a Week

Manage execution & alignment
Performance optimization
Weekly reporting & advising

£900–£1,200/month

(Starts after plan approval)

Option C: Hybrid Approach (Recommended)

Strategy + Execution Management

Core GTM plan (objectives, key channels, launch timeline)
Light channel mix and content strategy
Manage execution, resources and agency alignment
Budget priorities and efficiency framework
Recommendations for agency or creative support

£1,800 + £900/month Retainer

(For GTM plan, then 2-3 months oversight)

Note: I am open to other pricing models that tie with performance bonuses (e.g., product sales, community size) later, once traction builds.

Momentum Health - Go-To-Market Outline