Answer: Re-consider the proposition and refine your offer. PlasTICK - Common Seas’ practical, affordable, and impactful SAAS platform for measuring and reducing the plastic footprint of businesses - received huge support from users during the pilot and accreditation from the United Nations Global Tourism Plastics Initiative, but no-one was willing to pay for it following the commercial launch.

Matt led an intensive 6-week process which reviewed brand and product positioning, leading to a revision of the proposition, messaging and pitching materials, shifting focus from ‘we help you protect the planet’ to ‘PlasTICK helps you better capitalise on your customers’ sustainability demands to benefit your business while protecting the environment’.

Additionally, Matt reviewed all pitching material, delivered a communications framework and proposed a new visual identity in line with the more human, brand-led proposition.