This case study provides a high-level overview of my approach and results. I'm happy to share more details and insights of my approach and thought process during a conversation.
Unlocking Markets Through Youth Programs: A New Product Vertical
Circuit Stream · 2023
My Role
Product Manager
Company
Circuit Stream
Date
2023
Overview
When I joined Circuit Stream in early 2023, the company focused on education in real-time 3D (gaming and XR)—emerging field, yet was a niche markets with limited growth potential. Guided by Circuit Stream’s mission to create learning experiences that unlock career opportunities, my goal was to identify opportunities and develop strategies to expand our offerings, addressing broader industry demands and reaching new audiences.
To address this, I spearheaded the launch of a completely new vertical: pre-university learning experiences for teens aged 13–18. This initiative unlocked a new market segment while addressing gaps in traditional education. Alongside this, we expanded adult offerings in high-demand areas like software engineering and product management, tailoring them to meet local market needs. Both initiatives now serve as the company’s top revenue drivers, positioning Circuit Stream for long-term growth.
My role
As the Product Manager and Product Designer, I played a dual role in leading the strategic vision and execution of this initiative. My contributions spanned across key areas:
Market Research and Opportunity Definition
I conducted in-depth market research to uncover gaps in traditional education and opportunities in new verticals. This involved understanding needs, industry trends, and competitor offerings to define the most impactful areas to target.
Positioning and Branding
I crafted the positioning and branding strategy for the new pre-university offerings, ensuring the new products resonated with teens and their parents while differentiating the products.
Leading the digital and in-person experiences
Led both the digital discovery experience—ensuring seamless navigation and conversion through the website—and the in-person program experience, creating opportunities for learners to gain hands-on exposure to the industry.
Results
We launched this new vertical in January 2024, and quickly saw remarkable results.
Broadening TAM
Expanded our addressable market by tapping into new demographics and industries, moving beyond gaming and XR into mainstream career fields.
Unlocking growth
Despite being offered at a fraction of the cost of bootcamps, pre-university programs have become one of the top revenue drivers, demonstrating the appeal of this new vertical.