How a market mismatch was costing $65K a month

The problem

Fresh off Demo Day with a small team and a tight budget, they were targeting the largest markets—high-population, high-traveller markets. The more they spent, the less it converted. The assumption was that scale would fix it.

The shift

We looked at traveller behaviour data and device adoption patterns across markets. The big markets looked promising on the surface, but the data told a different story about who could actually use the product and where they were located.

The outcome

By focusing on the right market—smaller, but structurally better matched—everything changed. Not more spend. A different focus entirely.

They went from $5K to $123K, not by spending more, but by finally focusing their efforts on the right place. That's 24x growth. Same product. Same team. Different clarity.