The Challenge

Jitaku, a new Japandi-style short and long-term apartment brand in East London, had launched with a logo and initial branding on a limited budget but recognised it needed sharper strategic clarity: target customer segments, value proposition, and guest journey design, to support both a luxury brand ambition and investor and partner conversations.

The Outcome

Produced a complete, structured strategic foundation spanning three customer segments, evidenced by real client-side collaborative refinement rather than a one-way deliverable. The work didn’t stay static in a document: it later fed directly into a self-initiated AI content engine, where the same customer-segment and funnel-stage structure was rebuilt as live operational databases, turning strategic thinking into an ongoing operational tool rather than a report that goes unused.

The Approach

Facilitated a structured, multi-module business strategy workshop: a full Business Model Canvas (customer segments, value propositions, channels, relationships, revenue streams, key resources, activities and partnerships, cost structure) across three distinct segments (design-led city professionals, corporate and relocation guests, design partners and investors); a Value Proposition Canvas per segment; full customer journey mapping per segment (stages, actions, touchpoints, thoughts and emotions, friction points, opportunities for delight); and draft SOPs translating the strategy into operational activities across making, selling and supporting. Worked iteratively with a client-side marketing stakeholder, who directly annotated and refined draft segments live in the working document.