ATHEMICS

Role: Communications Strategist & Business Developer Consultant

BACKGROUND

Athemics is an online tutorial service which caters to students aspiring to secure spots at Russell Group universities. The USPs of this start-up are multilingual support and that tutors are exclusively recruited from Russell Group universities. The start-up, conceptualised by an Oxford PH.D. student, emerged from first-hand tutoring experiences and a resulting awareness of market needs and gaps.

CASE

POSITION

Sought guidance on what was needed to launch a new business, and how to transform ideas into powerful strategy.

SKILLS
USED

01_Business Development

02_Brand Development

03_Brand Design

04_Comms Strategy

OBJECTIVE

Become market-ready.

SOLUTION

Brand formation and business development.

IMPLEMENTATION

Brand Formation_

values & mission, logo, name, voice tone, branding deck, comms strategy, website, content list & formation.

Business Development_

business structure, business-setup stakeholders, market landscaping, and Backoffice process list.

ZOOM

Brand Formation_

Collaborating closely with the founder, I delved into the brand's vision and mission, establishing a robust foundation for subsequent brand development. Utilizing my insights, I crafted various names, including the final choice - Athemics, a fusion of the Greek goddess of wisdom, Athena, and "academic". This choice resonates with the brand's desire to be associated with heritage and educational prestige. I curated a comprehensive branding pack, presenting diverse visual options, colour themes, and designed logo options.

In addition, I conducted research on key stakeholders, devising strategic approaches based on behavioural insights. This informed the creation of a content list for outreach materials and the website, to ensure compelling engagement with the target audience.

Business Development_

business structure, business-setup stakeholders, market landscaping, and Backoffice process list.

Addressing the critical aspects of business formation, I aided in strategically aligning the brand with this process. This included outlining essential back-office procedures and identifying key stakeholders crucial for business setup. To navigate the intricacies, I collaborated with an accountant who provided guidance and would ensure Athemics met all necessary formation and insurance requirements. I also mapped the market landscape and listed the content needed internally.