A Small Business Brand & Digital Launch Using the Waterfall Method
Client: Newly launched eCommerce brand
Role: Project Lead & Strategic Director
Focus: Waterfall Execution • Strategic Roadmapping • Cross-Functional Delivery
Situation
A newly launched small business reached out for end-to-end marketing support. With no existing brand identity, digital presence, or eCommerce platform, they needed a partner who could build their marketing foundation from scratch and guide them through the process with clarity and structure.
This was a ground-up initiative with high expectations and a finite budget; a unique challenge that required both strategic oversight and hands-on execution.
Task
The client presented:
A $200,000 marketing budget
An ambitious wish list of branding, website, and campaign needs
No clear prioritization or understanding of what was feasible
As project lead, I was responsible for:
Clarifying business priorities
Aligning stakeholder expectations
Developing a structured roadmap to maximize impact within scope
Action
I led the project using a Waterfall methodology, structuring the engagement into clearly defined, sequential phases:
Discovery & Strategy
Facilitated a branding workshop and conducted competitive research
Defined the client’s identity, positioning, and audience
Scope & Structure
Scoped foundational deliverables: brand identity, Shopify eCommerce site, social media setup, and campaign infrastructure
Developed a phased roadmap and budget, helping the client understand trade-offs and timeline implications
Execution & Oversight
Aligned cross-functional teams (design, development, content, social) with distinct deliverables and timelines
Maintained proactive communication to manage scope creep and reinforce realistic expectations
Provided strategic oversight at each milestone to ensure fidelity to the plan
Result
On-time and on-budget delivery of all foundational brand and digital assets within the $200,000 scope
Client satisfaction led to $120,000 in additional work, awarded without a bidding process
Strengthened client relationship, positioning the agency as a long-term strategic partner