This project lives in the intersection between marketing and entrepreneurship. The client company is Athlete Development, an early stage start-up that creates digital strength & conditioning training plans for team sports athletes. They sought external expertise in the field of branding and the commercialization of their product. As a start-up using bootstrapping as their method of financing, they face many challenges related to managing limited resources. Thus, the minimal means they have cannot facilitate the application of established go-to-market strategies. This project aims to explore how a start-up like Athlete Development can design a go-to-market strategy, using principles from experimental learning while only operating with internal financial resources.