Business Coaching/ SaaS Software · 2025 - 2026 · 11 months
Adapt
SOLVING PAIN POINTS,
BLIND SPOTS, AND THEORY
Most family and mid-market businesses hit three problems as they grow: handing the business over, keeping the leadership team aligned, and scaling without losing what made the company work.
Adapt addresses this by bringing coaching and a SaaS platform together, starting from the owner's vision and moving into how the team operates. The challenge was that this was understood inside Adapt as a theoretical model and a complex framework, making it difficult to grasp fast for a time-poor prospective customer what was actually on offer.
The impact of my work
Everything came together once I found the positioning, which came from my market research. It underpins now the pain points, the brand architecture, the naming, and the strategy plans.
The positioning anchors Adapt to the three pains a family business or SME actually feels: handover, alignment, and scaling. An owner recognises themselves in one or all of them at once, and the two-part program offer of coaching and platform together optimises the outcomes.
The product became Adapt Lumia. One name unified the coaching and the platform into a single, progressive customer journey. The SaaS became the Adapt Lumia platform.
The company position is now "Experience you can work with." It moves the promise from theory to practice: the experience of being coached with shared progress documented in the platform for owners and their teams.
Using the existing brand identity, I rebuilt the messaging framework so the offer led with business benefits rather than the management theory behind it. The annual brand and marketing plans were designed to generate leads and provide the team with clear direction throughout the year.
With my Coordinator colleague, I rebuilt the company website around Adapt Lumia and the new byline, and carried the name into the platform interface with the Product team. Sales and the Coaches took up the new language for the materials they use with customers.
At Adapt, we have a strong philosophy underpinning the business, but we hadn't translated it into something practical that people could easily buy.
Astrid helped to close that gap. She enabled us to get clear on how we would tie our vision stronger to the product, then named and packaged our coaching and platform into Adapt Lumia, and built the positioning and website around the problems our customers actually have.
She didn't hand over a strategy document and leave. She worked inside the business with our Sales and Product teams to get the new language into product and sales materials. And did that inside a complex and resource-constrained environment.
The result was a stronger position to communicate from and better pathways to engage our complicated market.
I'd recommend her to anyone who needs a structural boost or a complete rethink of their business-to-market strategy.
— Gabe Enslin, Co-Founder, Adapt
Astrid is an experienced and wise brand strategist who wrangled Adapt's broad and complex customer offering to streamline our messaging and clarify our communications.
Under tight pressure, she worked hard with a small team to balance competing demands and short deadlines, shining a light into every corner, inside and outside the business.
— Gillian Bester, Leader of Delivery and Resilient Business Coach, Adapt
The results
The position "Experience you can work with" holds for Adapt today, and the combined program leads to market under the Adapt Lumia name.
The name and position now run consistently across every surface: the website, the platform interface, the sales and social presence, and the materials the Coaches use with customers.
The offer reads as one practical program rather than a model to decode, and the annual brand and marketing plans gave the team a clear direction to work to through the year.
