Pilot to National: Launching a New Mobile Phone Service With Precision

When our client prepared to introduce a new mobile phone service, they partnered with us to design and execute a three-market pilot. The goal: identify the right merchandising strategy and refine direct-to-consumer (DTC) pitches that would truly resonate with a hard-to-reach demographic. 

We built a controlled test-and-learn environment across the pilot markets, experimenting with on-shelf assortments, value messaging, and pitch variations. The insights were clear and actionable. 

What worked was optimized.
What didn’t was eliminated.
What delivered results was scaled. 

Those learnings became the foundation for a national rollout across 65 major markets, setting the stage for a strong, high confidence launch. 

 Why It Mattered 

Scaling too early can be costly especially in a competitive MVNO landscape. By validating the model first, our client avoided unnecessary spend, sharpened their in-store strategy, and built a launch approach backed by real consumer behavior. 

Launching Something New?

Make sure you know what works before you go big.