Resprana: Go-to-Market Strategy

Resprana makes Duos, a personal air filtration device built around one promise: "protection like no other." Duos are easy to carry, easy to refill, and designed to be a stylish, comfortable way to filter the air you breathe wherever you are.

Resprana needed a go-to-market strategy: who to target, and how to reach them. We ran this over two sprints, starting broad (allergy sufferers, athletes) in customer discovery, then narrowing to the two segments with the clearest opportunity: allergy sufferers and business travelers.

We grounded the research in real people. Thomas is a 20-year-old hay fever sufferer who forgets his medication and deals with embarrassing flare-ups. Omri is a business traveler who gets anxious about air quality every time he lands in a new city.

"I have to take medication every day, but I'm scared of building a tolerance and of what the pills are doing to my body."

That tension, wanting relief without long-term costs, shaped how we thought about positioning. We also found that Gen Z and Millennials want to understand a brand's purpose and trust brands that signal real product quality, which pointed us toward an emotional, values-driven pitch rather than a purely functional one.

We positioned Resprana around three pillars: empowering (breathe clean air anywhere), reliable (materials you can count on), and bold (be a trendsetter). Then we matched channels to each audience: Facebook and homeopathic health blogs for allergy sufferers, LinkedIn and travel booking sites for business travelers, with ad spend concentrated during pollen and ragweed seasons.

We also scoped a companion Resprana app: air quality and pollen tracking, filter replacement notifications, and in-app filter reordering. It's a natural extension of the product beyond the physical device.