Project 3N
"If you're looking to craft a compelling brand or product story that truly resonates, Becky brings a strategic mindset."
The challenge
Project 3N is a novel EEG+AI solution to measure and analyse brain waves to deliver early and highly-accurate diagnoses of brain, neurodevelopmental and mental health disorders. Founders Joseph Rhee and Jonathan Kim came to me, to request my help in developing a business case to launch the product in the UK and US.
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The plan was to approach investors and venture capitalists within 3-6 months, and in that time we needed to prepare a clear narrative to articulate the problem that the product addressed, the (very!) technical solution, thorough market analysis and a detailed business model.
The approach
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​Market positioning: The first step was to clarify how we wanted to position the product - which neurological 'market' to focus on. The product is able to diagnose several conditions with high-degrees of accuracy; each condition affecting many millions of people globally, so the possibilities were endless. After detailed market analysis, we decided to capitalise on the breadth of the product, by targeting primary care providers as our audience and offering an early 'screening service' in local doctors surgeries.
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Market analysis: The market analysis that I carried out encompassed detailed desk research, to amass information on the nature and size of the problem for each neurological condition, as well as existing and (importantly) future competitive sets - given how rapidly diagnostic solutions are moving in the age of AI. I also carried out in-person interviews with neuroscientists, geriatricians, psychiatrists, psychologists and marketers on both sides of the Atlantic to factor in vital first-hand knowledge.
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Brand narrative: Throughout the process, I maintained a presentation deck, to articulate the business case as it evolved as a compelling narrative - for use in conversations with key contacts, and in preparation for investor pitches.
The results
At the end of my three-month contract, the pitch deck was as complete as it could be, ready for investor review. The business case, the USP and the market positioning were all clear and sound. Sadly, however, the investment landscape had changed as a result of geopolitical developments, so we are waiting for the right time to progress with planned conversations.
Joseph Rhee, CEO, Project 3N:​
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"If you're looking to craft a compelling brand or product story that truly resonates -whether in Korea, the UK, the US, or beyond - Becky brings a strategic mindset shaped by both agency and in-house experience. Her approach is grounded, pragmatic, and informed by years of working across global, regional, and local markets. Whether you need market intelligence, strategic positioning, or a full marketing communications plan with budget considerations, Becky delivers clarity and results."
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