The Challenge
Avana3D aimed to democratize consumer 3D printing with an affordable platform that empowered customers to easily print finished goods in their homes and offices, but lacked funding and a working prototype. How do you raise funding for a new technology not yet in existence without a working prototype?
The Solution
Focus on Avana3D’s new brand identity, compelling key differentiators, and easy-to-use app to show the possible solutions and benefits in order to engage and educate customers about the product. The brand identity needed to be consumer friendly and approachable in order to convey its ease of use.
• Built a consumer-friendly brand identity to signal ease-of-use.
• Identify differentiators + trademarks: “Authentic Avana3D Parts,” “Click2Print Platform,” etc.
• Created marketing narrative + content strategy from founders despite limited verbal input.
The Results
Data shows that 90% of startups fail, and Avana3D, unfortunately, was no exception. However, the two founders added a third, female co-founder and pivoted the business to a private model to produce solely custom eyeglasses under the name Avana Technologies. This challenge exemplified the importance of:
• Early brand + content positioning is crucial for fundraising conversations.
• Investors find Go-to-Market (GTM) strategy is as important as product vision.