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 in customer discovery, then narrowing to the two segments with the strongest opportunity: allergy sufferers and business travelers.

We grounded the strategy in real user research. Through customer discovery interviews we built out detailed profiles of both target segments, understanding their daily frustrations, what they had already tried, and what mattered most to them when choosing a health product.

What emerged was a clear tension: both groups wanted relief but were skeptical of solutions that came with tradeoffs, whether that was medication side effects or discomfort while traveling. That insight shaped how we thought about positioning Resprana not just as a functional product but as an empowering one.

We also looked at the broader market, studying Gen Z and Millennial purchasing behavior, and found that values alignment and product quality were the biggest drivers of trust for both segments.

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.