A marketing engine for a founder who was the bottleneck

LimesVet makes patient-specific surgical guides for veterinary orthopedics and neurology, sold into a conservative, specialist market. The founder was running every commercial function alone: sales, marketing, partnerships, distributor relationships and events. Revenue needed a roughly tenfold jump by the end of the year, and there was budget, but very thin against that ambition. The market is unforgiving, one poorly-worded post drew immediate negative comments, and the deepest technical credibility sat with a surgeon whose time and appetite for public exposure were both limited, so content had to be built around him rather than by him.

The workshop tackled one question: how do you build a marketing engine when the founder is the bottleneck for everything commercial? We mapped the segments, from specialist vets to referral clinics, clinic chains and distributors, then worked out the value proposition and what genuinely sets LimesVet apart. We scored seventeen initiatives on impact against the real constraints to find where thin budget and bandwidth should go first, and how to structure outside support so the founder could step back from doing the marketing without losing control of the direction.