Making Experiential Marketing Scalable
How Mohara helped a former Diageo activation manager turn a common industry headache into a funded, scalable startup.
Client Background
Experience This is an experiential marketing platform founded by Michelle Golding, a former activation manager at Diageo who saw first-hand how fragmented brand activation could be. Managing events through manual pitches, agency coordination, and venue logistics was slow and costly. Michelle set out to create a digital platform that would streamline every part of the process.
The Challenge
Experiential marketing was growing fast, but execution lagged behind. Diageo's activation teams struggled with repetitive manual venue outreach, complex logistics involving multiple stakeholders, and limited data visibility for measuring campaign performance. The goal was to replace fragmented spreadsheets and email chains with a single platform for brands, venues, and agencies.
The Solution
Problem Definition
mapped pain points across brands, venues, and delivery partners.
User Workshops
real-world validation sessions to shape functionality.
Product Mapping
complete user flow and architecture design, identifying scalability requirements early.
Agile MVP Build
working product delivered through lean sprints with ongoing stakeholder feedback.
Results
Secured follow-on funding to expand internationally
Targeting 20,000 venues for future expansion
Why Mohara
Experience This needed a product partner capable of guiding a non-technical founder from idea to live platform without losing pace or quality. Mohara provided full-cycle support, product strategy, UX, and engineering, anchored in startup execution speed and enterprise-grade reliability. A niche operational pain point became a scalable SaaS business used by one of the world's largest beverage companies.
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