Role: Market Strategy, Product Concept, GTM

Challenge: Expand Oura beyond health tracking to include safety, lifestyle, and customization, while maintaining a luxury positioning.

Approach:

• Market & competitive analysis (Apple, Garmin, Fitbit, Ultrahuman)

• Feature set: GPS, SOS, NFC payments, gesture control, customizable luxury designs

• Omnichannel launch: influencer, experiential, content, purpose-driven (sustainability)
  

• Pricing: $350–$650 + $6/mo;

• Gross margin $182–$482/unit.

  Impact (modeled):

• $24.3M projected U.S. revenue; strong PMF (50% of U.S. consumers prioritize wellness);