The Mayfly Messaging Approach
At Mayfly, we design messaging as a system - one that supports the entire journey from early awareness through to long-term advocacy. Our 4-step approach is built around a clear messaging hierarchy, ensuring every message has a role to play and reinforces the same core story as your venture grows.
At the top of the hierarchy is your brand promise.
This is the clear commitment you make to your Ideal Customer Profile - the outcome you help them gain, and the pain you help to remove. A strong brand promise speaks directly to a real problem and the transformation your customer cares about most.
It answers a simple question: *Why should this exist for me?
Case in point: “Reduce your clinical report writing time by 92%”*
Your brand position explains what you do and how you do it differently.
It clarifies where you sit in the market and sets expectations early. This is where the story moves from what problem you solve to how you solve it, and why your approach stands apart from existing alternatives.
Case in point: We’re a clinical report-writing platform that transforms session notes and patient history into structured, fully referenced clinical reports.
Value pillars are the key reasons someone would choose you over another option.
They are not features. They’re the core themes that underpin your offering: the strategic, operational, or experiential advantages that matter most to your customer. Each pillar should clearly support your brand promise and reinforce your positioning.
Case in point: Privacy-first, HIPAA-compliant by design
Value pillars are the key reasons someone would choose you over another option.
They are not features. They’re the core themes that underpin your offering: the strategic, operational, or experiential advantages that matter most to your customer. Each pillar should clearly support your brand promise and reinforce your positioning.
Case in point: Privacy-first, HIPAA-compliant by design
Proof points bring credibility to the story.
This is where you demonstrate that you can deliver on what you promise. Proof may include real-world results, benchmarks, testimonials, case studies, partnerships, or usage data. Strong proof reduces perceived risk and builds confidence, especially later in the decision-making process.
Case in point: “Trusted by over 4,000 dietitians across Australia”
Messaging across the funnel
Not all messages are meant to do the same job at the same time.
We design messaging to evolve as the customer moves through the funnel:
- Early-stage messagingHelps customers recognise the problem and see themselves in it. The focus is relevance and clarity - naming their pain points, surfacing inefficiencies, and showing you understand how their world actually works.
- Mid-funnel messagingShifts toward explanation and credibility. This is where customers learn how the solution works, why it’s different, and whether it’s realistic for their context.
- Late-stage messagingReduces uncertainty and supports action. Proof points, outcomes, validation, and clear calls to action help customers feel confident they’re making the right decision.
When messaging is aligned to where someone is in their journey, it feels helpful (not pushy) - supporting their progress towards conversion.
Who we are
A partner in shaping your story
Mayfly helps you turn your AI idea into an industry-transforming venture.
As a venture studio, we bring product insight, go-to-market strategy, technical execution, and network into one integrated team, with shared ownership from the start.
We partner closely with a select group of ventures, validating what matters, reducing risk early, and giving founders clarity and confidence at every stage.
Build your strategic roadmap
Uncover the risks, commercial opportunity and strategy for success so you can build your venture with clarity and confidence.
$15,000
UVP
- UVP Definition
- Customer Discovery
- Problem/ Solution Analysis
- Competition Analysis
GTM
- Phased GTM Roadmap
- Channel discovery
- Funnel Design
- Messaging framework
- Business Model Strategy
Product
- Phased Product Roadmap
- Product Scope and Quote
- Product Hypothesis
- User Journey Mapping
Bring your idea to the table
Book a complimentary strategy session with our team
If you’re an industry expert thinking about how AI could genuinely improve the way things work in your field, we’d love to hear about it.
The first discussion is simply a chance to talk through the opportunity, find some clarity, and see if there’s a fit on both sides. Early ideas are welcome.
FAQs
The competition analysis is a key component of the UVP strategy. Understanding the competitive landscape is crucial for positioning your offering. By identifying competitors, their strengths, and gaps, you can better shape your product, messaging, and positioning to stand out and deliver real value.
The competition analysis is part of the UVP strategy, which sits at the core of Mayfly's Venture Building Engagement. This foundational work helps define the unique value your venture will deliver, ensuring it aligns with market needs and stands out from competitors.
Even if a similar AI platform exists, unique value can come from many sources — feature differentiation, superior user experience, competitive pricing, or exceptional support. If the competitor does not have strong market dominance, your venture can still succeed by executing a stronger GTM strategy.
Identifying market gaps is about understanding the industry's needs and assessing whether there is a product that can offer a strong UVP. Customer surveys, market research, and insights into pain points can help uncover areas where a well-executed AI solution could offer significant value.
Not necessarily. While being first to market can offer advantages, clear positioning, focused value delivery, and disciplined execution often matter more. With the right UVP, a strong go-to-market strategy, and continual product iteration, ventures can effectively compete even with established players.
Existing competitors can signal market validation, showing there is demand for the solution. Ideally, we enter the market with a unique value proposition that can be positioned strongly against the current market landscape. If the market is not saturated, there may be more opportunities to carve out a space and capture significant market share.
New ventures often win by focusing narrowly and delivering a superior user experience in one key area, rather than attempting to replace entire legacy systems. This strategic focus allows for rapid innovation, flexibility, and quicker go-to-market execution.
The competition analysis is part of the UVP strategy, which sits at the core of Mayfly’s Venture Building Engagement. This foundational work helps define the unique value your venture will deliver, ensuring it aligns with market needs and stands out from competitors. Once we’ve defined the UVP, it feeds directly into the Go-To-Market (GTM) and Product strategy, ensuring all elements of the venture are aligned and optimised for success.
The competition analysis is a key component of the Unique Value Proposition (UVP) strategy. The UVP strategy defines the unique value your venture brings to the market, and understanding the competitive landscape is crucial for positioning your offering. By identifying competitors, their strengths, and gaps, you can better shape your product, messaging, and positioning to stand out and deliver real value.
Even if there is a similar AI platform in the market, unique value can come from many sources. Feature/ functionality differentiation is usually the first place to look, but if there’s no unique angle in functionality, value could come from a better user experience, competitive pricing or exceptional support. Additionally, if the competitor doesn’t have strong market dominance, your venture can still succeed by executing a superior GTM strategy and reaching the right customers with more relevant messaging.
Identifying market gaps isn’t just about finding competitors. It’s about understanding the industry’s needs and assessing whether there is a product that can offer a strong unique value proposition (UVP). Customer surveys, market research, and insights into pain points can help uncover areas where a well-executed AI solution could offer significant value. The key is not just finding a gap, but ensuring the market is large enough for your UVP to make an impact.
Not necessarily. While being first to market can offer advantages, clear positioning, focused value delivery, and disciplined execution often matter more. With the right UVP, a strong go-to-market strategy, and continual product iteration, ventures can effectively compete and succeed in markets even with established players.
New ventures often win by focusing narrowly and delivering a superior user experience in one key area, rather than attempting to replace entire legacy systems. By prioritising a focused solution that directly addresses customer pain points, early-stage ventures can often outperform large incumbents in specific verticals or use cases. This strategic focus allows for rapid innovation, flexibility, and quicker go-to-market execution.
Existing competitors can signal market validation, showing there is demand for the solution. However, a saturated market can make it challenging to break through the noise. Ideally, we enter the market with a unique value proposition (UVP) that can be positioned strongly against the current market landscape. Alternatively, if the market is not saturated, there may be more opportunities to carve out a space and capture significant market share.
