As a marketplace helping early stage brands GroCurv sees one question asked again and again.

I want to increase my customer base, how should I best do this?

Often brands look at their own customer acquisition/ retention model and report that about 80% of new customers have lapsed in an 8-10 month period.

“the switch fix is a plant-based clean and conscious personal care brand for young urbans”, says their website.

A personal care brand that is deeply rooted into the concept of planet care. What is interesting about the brand is that the call out to being environmentally cautious is very clear, very strong and very focused.

We are fascinated by how technology and capital, are bringing transformation into every aspect of life. Last week we wrote about SleepyCat and how they were bringing innovation to the mattress.

Mokobara, is now bringing change to bags, backpacks and totes…. Allowing you to move with pinache and style.

Welcome to another episode of Right on Track, from GroCurv.com. GroCurv is a marketplace for marketing services, helping fast growing young brands find and work with the right marketing partner. Through these podcasts, we share with you our learnings from hundreds of projects on the platform, so you can know what has worked well, and what could possibly work for you as well.

This week, we look at the idea of “brand positioning”. What is it and how is works and what’s a good way to start thinking of positioning for your brand.

The rise of SleepyCat into one of the most innovative brands in recent times comes from a mix of consumer insight (we struggle to get the right mattress), technology (the memory foam that helps find the right contour on the mattress) and a communication style that makes the brand accessible, friendly and desirable.

A report by fitness solutions company Fitbit shows Indians were the second-most sleep-deprived people after the Japanese, getting an average night sleep of seven hours and as a consequence- India has emerged as the least active nation among 18 countries including the US, the UK, Japan, and Singapore.

With rising income levels consumers have looked for solutions to improve every aspect of their lives and certainly comfortable sleep has been a segment left behind . New technologies, better consumer connect and seamless logistics have all helped the mattress segment begin to re-invent itself as no longer a “one size fits all”.