About the Project:

EquityPanda is an all-in-one equity management solution designed to empower startups. It streamlines cap table management, issuance of digital stock certificates, valuation access, and business compliance document storage. As a founding team member (joined in late 2023) with a combined marketing and design skillset, I played a pivotal role in bringing this vision to life.

Timeline: 2023-2024

Roles: Marketing & Design

Team Members: 1 PM + 3 Engineers

Objectives

• Design a user-friendly and intuitive interface for seamless equity information access (investors & employees)
• Develop a comprehensive GTM strategy to reach target customer segments and establish EquityPanda's competitive advantage
• Create marketing materials to support investor meetings and fundraising efforts

Strategies & Execution

1. Market Validation & GTM Strategy

I conducted deep market research to validate the need for a simple, user-friendly equity management solution:

• Interviewed startup founders to uncover pain points in cap table management.
• Mapped out competitor solutions to identify key differentiators.
• Defined ideal customer profiles and outlined marketing channels for outreach.

📈 Impact: Created a targeted GTM plan, ensuring EquityPanda launched with a clear audience focus and competitive positioning.

2. Content Marketing & Lead Generation

I built a content strategy to educate and attract startup founders: