From Idea to National Retail in Under 12 Months

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MuteMe began as a simple idea during the rise of remote work: a physical mute button that gave users confidence and control on video calls. What started as a prototype quickly turned into a hardware + software startup that captured national attention — culminating in a Shark Tank appearance and retail distribution across the U.S.

I led the GTM strategy, brand development, and commercialization efforts that transformed an early prototype into a multi-million-dollar business.

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Hardware startups face brutal challenges:

• High upfront manufacturing costs
• Finding product-market fit without burning cash
• Building trust in a completely new category
• Acquiring customers without a large marketing budget

MuteMe needed a brand, story, and go-to-market engine that could scale quickly — on a startup's timeline.

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Created a Category & Clarified the Positioning

MuteMe wasn't "just a mute button." It was confidence and control for modern communication. I defined the messaging and narrative that connected with remote workers, educators, corporate teams, healthcare, and government.

Built the Brand from Zero

Logo, packaging, naming, photography, retail creative, and messaging hierarchy.

Designed & Executed the Full GTM Strategy

• DTC launch
• Kickstarter + preorder sequence
• Influencer/UGC engine
• Email + lifecycle automation
• PR + affiliate programs

Retail Expansion (Staples)

Developed merchandising, retail packaging, and B2B sales material to support national rollout.

Shark Tank Appearance

Crafted the pitch narrative, structure, and positioning that drove national demand and credibility.

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