Go-to-Market — Tandem

Go-to-Market

Tandem grows the way queer communities have always grown: through word of mouth.

Instead of inviting people to join something new, Tandem spreads through repetition—seen across places, through people, and within everyday routines.

Phase 1: New York

Launch in NYC during Pride Month with an introductory price of $6.99/month. Start with a small network of partner locations and Instagram as the primary channel.

Partner with local LGBTQ+ organizations to build trust and reach early members.

Insights from Phase 1 inform:

Which activities drive repeat participation
Which locations generate return visits
How users first encounter Tandem

These insights define what scales.

Phase 2: Expand

Expand to other large, dense cities. Work with local LGBTQ+ organizations to establish credibility and introduce Tandem through trusted networks.

Scale what works based on Phase 1 insights. Growth builds through partner locations, repetition, and word of mouth.

Phase 3: Extend

Extend into smaller or less queer-visible cities, where formal queer infrastructure may be limited. Partner with local organizations where possible, and focus on a smaller number of intentional locations to build presence gradually.

Introduce a community-led approach, where early members act as local anchors (ambassadors) within their networks.

SVA MFA Design / Designer as Entrepreneur Program

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