Letshang wasn’t starting from scratch, it had a product with strong early traction among socially active users. What it needed was clarity: how to position itself in a crowded market, speak to the right users, and move from passive installs to active hosts.
Roveir worked with the Letshang team to dig into user motivations, pain points, and the moments that make or break an event planning flow. Together, we uncovered a compelling narrative: Letshang as the seamless bridge between casual hangs and professional ticketed experiences.
Through market and user research, we validated what Letshang’s early adopters were already signaling: current tools felt clunky, fragmented, and overly formal.
Key findings included:
These insights helped shape a differentiated positioning and set the foundation for targeting and creative development.
Primary:
22–25-year-olds in NYC who frequently host or attend semi-exclusive events. These are users who thrive on connection, organizing birthday parties, themed gatherings, or house parties that extend across friend-of-friend networks.
Secondary:
18–22-year-old college students, early adopters who are used to planning everything on their phones and have high social throughput.
Both segments care about convenience, social fluidity, and aesthetics. They want hosting to feel effortless and fun, not like managing a spreadsheet.
With Letshang’s user personas and value prop defined, Roveir built a two-track acquisition strategy, one focused on unpaid social events, the other on ticketed experiences.
This included:
The initial activation focused on refining user onboarding and driving traffic to segmented landing pages through owned channels and direct outreach.
Letshang’s early growth strategy prioritized:
This approach allowed the team to closely monitor which flows led to active hosts and which needed simplification or additional incentives.
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