House of Swedish Grace

House of Swedish Grace is a marketing platform dedicated to showcasing Sweden as a premier destination for design and travel experiences.

Inspired by the timeless legacy of Svenskt Tenn, it bridges Sweden’s rich design heritage with contemporary innovation through collaborations with artists and brands. Celebrating the essence of Swedish Grace, the platform offers a curated journey into the country’s most inspiring design, culture, and experiences.

Year
December 2024

Business Model
B2B2C

The Brief

House of Swedish Grace (HSG) engaged me as a Fractional CMO to help define the strategic foundation for their business. The brand aimed to establish itself as a premier platform celebrating Sweden’s cultural and design legacy while positioning Swedish Grace as a modern, globally appealing movement. My role was to host a workshop to clarify the vision, identify the Ideal Customer Profile (ICP) and target audiences, and develop a monetisation strategy. Additionally, I was tasked with creating a growth roadmap that included actionable steps to attract supply and demand-side partners, drive engagement, and lay the groundwork for scalable revenue streams. This work set the stage for the website refresh and the launch of a dynamic marketplace platform.

Project Overview

  • To lay the groundwork for House of Swedish Grace (HSG), I facilitated a focused half-day workshop designed to align stakeholders on the brand's vision, audience, and growth strategy.

    Armed with competitor analysis, market insights, and a clear framework for discussion, I led an interactive session that helped define key priorities and refine the strategic direction for the business. The workshop provided the clarity needed to position HSG as a premier platform celebrating Swedish culture and design.

  • During the workshop, we developed a detailed Ideal Customer Profile (ICP) and created target audience personas for both supply-side partners, like content creators and brands, and demand-side partners, such as travel agencies and operators.

    I introduced a tailored content plan template, offering practical guidance on crafting compelling messaging and identifying high-value channels to reach these audiences effectively.

    We also explored monetisation strategies, including licensing, partnerships, and subscription models, and mapped out a high-level growth roadmap to attract early users, establish authority, and scale over time.

  • The marketing strategy for House of Swedish Grace (HSG) focused on positioning the brand as an authoritative platform for Swedish culture and design, while driving early user acquisition and establishing a foundation for long-term growth. The approach combined content marketing, strategic partnerships, and targeted outreach to engage both supply-side partners, such as content creators and brands, and demand-side partners, including travel agencies and operators.

Key components:

  • Clarified the brand’s vision and mission to position HSG as a premier platform for Swedish culture and design.

  • Defined the Ideal Customer Profile (ICP) and developed detailed target audience personas for both supply and demand-side partners.

  • Identified key monetisation strategies, including content licensing, partnerships, and user subscription models.

  • Developed a tailored content plan template and provided guidance to align messaging with target audiences and prioritize high-value channels.

  • Created a high-level growth roadmap, outlining steps to build authority, attract early users, and scale.

Output:

  • A clear vision and value proposition for HSG.

  • Target audience personas tailored for marketing and product development.

  • Strategic recommendations for monetization and partner engagement.

  • A detailed content plan template with actionable guidance for consistent messaging and channel strategy.

  • A foundation for the website refresh and marketing strategy.

"I recently engaged Beth as a fractional CMO for a critical marketing strategy session for my startup. Her expertise and insights were invaluable in evaluating a potential pivot I was considering.

Through her well-structured workshop, I not only gained clarity on the direction but also developed a robust new strategy that I'm excited to start executing on.

Beth's ability to quickly understand my business needs, provide strategic guidance, and facilitate productive discussions was impressive. Her work has given me a clear roadmap for launching activities aimed for growth.

I highly recommend Beth to any business looking for top marketing strategy support!"

— Anna, Founder of House of Swedish Grace

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