The Challenge
Verve Wellness Studios, a boutique wellness chain based in Chennai, planned an aggressive simultaneous launch across four South Indian cities. Early internal projections assumed similar demand and pricing across all four markets — a plan that risked spreading limited capital across markets with very different readiness.
Our Approach
- Ran city-specific feasibility research across all four target markets, testing pricing sensitivity, competitive density and local channel performance independently.
- Identified that two of the four cities showed materially stronger near-term demand signals than the other two.
- Redesigned the rollout as a phased, milestone-gated sequence rather than a simultaneous four-city launch.
- Rebuilt the financial model to reflect phased capital deployment, releasing funding for cities three and four only once city one and two proof points were hit.
Sequencing the launch instead of going all-in on four cities at once was the single decision that protected our runway through the first year.
The Results
Working closely with the Verve Wellness Studios founding team, we translated research and financial rigor into a document set that satisfied both operational scrutiny and funding requirements.
4 Cities
Feasibility Mapped
6 Weeks
Research to Revised Plan
2
Cities Launched First