EXECUTIVE SUMMARY

In the venture building project course we developed a go-to-market strategy for ayoka, an Austrian company specializing in science-based nutraceutical products designed to enhance mental well-being by naturally boosting serotonin and dopamine levels. Our focus was on preparing ayoka’s successful product for expansion into the highly competitive U.S. functional beverage market, ensuring distinct positioning against energy drinks and pharmaceuticals. Through extensive research and strategic development, we have crafted a phased approach designed for scalability, cultural resonance, and continuous learning, aiming to establish ayoka as a pioneering lifestyle brand in this sector.

Goal

The primary goal of this project was to develop a clear, actionable go-to-market strategy for ayoka’s entry into the U.S. market. This involved defining a strong product identity tailored to U.S. consumer habits, establishing compelling brand awareness, identifying the most promising sales and distribution channels, and crafting messaging and branding that resonate with diverse U.S. audiences. Our ultimate objective was to strategically position ayoka to differentiate it by highlighting its natural and effective “legal mood-booster” properties.

Methodology

Our methodology combined extensive secondary and primary research to ensure a robust and practical go-to-market strategy. Secondary research included in-depth market analysis of the U.S. functional beverage landscape, with a particular focus on understanding consumer trends among Gen Z and Millennials. A detailed competitor analysis was performed on key players like Kin Euphorics and Psychedelic Water to identify market best practices and strategic positioning. Primary research involved a semi-structured interview with Mag. Franz Bruckner, an industry expert with extensive experience in international product launches. This was complemented by ongoing qualitative interviews with micro-influencers to gather practical, experience-based insights on social media marketing and influencer collaborations within the U.S. context.

Results

The functional drinks market in the U.S. is experiencing significant growth, projected to expand from approximately $53 billion in 2024 to $78 billion by 2029. This growth is predominantly driven by Millennials and Generation Z. While e-commerce’s share of functional drink sales more than doubled to 14% by 2024, traditional offline retail still accounts for the majority. Our competitor analysis highlighted successful strategies such as a U.S.-only focus, partnerships with boutique retailers over mass chains, integration of functional content, robust e-commerce platforms with subscription models, and leveraging influencer/affiliate marketing. Based on these comprehensive insights, we developed a structured, three-phase go-to-market strategy for ayoka. Phase I concentrates on building a strong digital foundation and refining ayoka’s brand identity as a mood-enhancing lifestyle drink. Phase II focuses on brand activation and content development through authentic, emotionally engaging self-made social media campaigns. Phase III involves external promotion and public attention via tightly focused micro-influencer strategies and immersive experiential events in key U.S. metro areas. Expert recommendations underscored the critical need for precise market fit, a narrow target group definition through qualitative research, a compelling and specific product claim, and a clear emotional positioning for ayoka to successfully resonate with its intended audience.

Cooperation Partner

• ayoka GmbH
  Börsegasse 7,
  1010 Wien
  office@feelayoka.com

Contact Person

• Phillip Lanz - philip.lanz@feelayoka.com

Student Team

• Marcel Elsigan

• David Fuchsberger

• Alina Wiener

• Nicolas Poeck

• Lorenz Bruckner

• Isabelle-Catherine Biegenzahn-Friedrich

• Lorenz Roth

Project Manager

• Sandra Jeske

• Diana Lauer