Repositioning a fading marketplace for a Series B raise

A B2B marketplace had stalled into a feature comparison with a dozen competitors. The board needed a sharper category claim before the Series B raise.

What ten years of feature drift looked like

The homepage pitched everything. Sales reps couldn’t agree on a single positioning sentence in user research calls. The pitch deck and the product surface had drifted apart over five years — not because anyone meant to, but because no one was the named owner of the through-line.

The eight-week sprint

Week one was a positioning sprint with founders, sales, and four customers. We landed on a category claim grounded in the metric customers actually cared about — not the metric the product team optimised for. Weeks two through six rebuilt brand, narrative, and homepage around that claim. The last two weeks equipped sales: a one-pager, a deck, and an email cadence that mirrored the new story.

The market reaction

Inbound demos lifted 38% in the quarter following relaunch. Series B closed in the same window. The single-sentence category claim became the line every sales rep opened a call with — which was the test we set ourselves at week zero.

• +38%Inbound demos
• Series BClosed in quarter
• 1 sentenceSales repeats

“We spent two years debating positioning. revflow made us pick one and ship it in a month. The market told us we were right.” Theo Nakamura · CEO, Radial Goods

What’s next

Defense, mostly. New positioning works in the first quarter; the work in year one is to make sure it’s still alive in year two. We’re running a quarterly check-in to keep the homepage and the deck honest.