Launching the iBlüm Early Years App 

How it started

iBlüm Learning (formerly Devhaus Technologies) set out to build an all-in-one childcare management app that combined operational efficiency with personalized early learning

• Competitors like HiMama, Brightwheel, and ProCare focused on admin and parent communication but lacked integrated learning features

• The opportunity: Differentiate by addressing directors’ revenue needs, teachers’ workload pain points, and parents’ trust concerns

• My role as Product Marketing Specialist was to lead research, craft positioning, and design the GTM strategy for launch

Approach & Process

To ground the product in real market needs, I drove a two-phase research and insight-gathering initiative

• Market & Competitive Research: Analyzed North America’s childcare market, benchmarking 200+ apps to identify positioning gaps

• Primary Research: Conducted interviews with parents, teachers, and directors to uncover goals, challenges, and unmet needs

• Personas & Empathy Maps: Built three core personas (Director, Teacher, Parent) with mapped goals, frustrations, and success factors

• Customer Journeys: Charted decision-making processes from awareness to adoption, highlighting critical influence points

• Insights Synthesis: Identified that operations were table stakes; differentiation required personalized education + seamless user experience

Execution

I transformed insights into a clear GTM framework and customer-facing narratives.

• Positioning & Messaging: Created value propositions for each persona:

Directors → “Grow your revenue and reputation with data-backed childcare.”

Teachers → “Superpowers to scale yourself while reducing admin load.”

Parents → “Your child’s day, in real time, with progress you can trust.”

• GTM Strategy: Designed a phased plan covering research validation, branding, content creation, sales enablement, and post-launch adoption

• Marketing Collateral: Developed messaging matrix, one-pagers, demo storylines, and campaign briefs tailored to each audience segment

• Cross-Functional Alignment: Partnered with product and design to ensure app features, UX, and visuals directly reflected positioning pillars

• Launch Enablement: Equipped sales and BD teams with narratives that bridged investor expectations and customer needs

Impact & Results

✅ Validated Product-Market Fit: Research confirmed demand for a hybrid childcare + learning solution, shaping roadmap priorities

✅ Clear Differentiation: Messaging focused on trust, ease of use, and child development, unlike competitors’ purely operational positioning  

✅ Created reusable templates for personas, messaging, and GTM strategy that informed expansion beyond ECE