SARAH WRAGGE WELLNESS®
Structuring and Scaling Sarah Wragge Wellness®
SERVICES
Fractional COO
Financial & Revenue Model Restructuring
Product Development (Method, Alkalize, Restore)
Fractional Controller
Omni-channel Management
Ecommerce Management & Strategy
Website Relaunch
Brand Bible Creation
HR Services (Team Audit, Restructuring, Hiring, Training)
Marketing Strategy-Aligned Agency Management
THE CHALLENGE/OBJECTIVE
Sarah Wragge Wellness® (SWW) faced several critical issues that required immediate attention to achieve sustainable growth:
Lack of Organizational Structure: The business was disorganized, with the wrong people in key roles. A comprehensive team audit was necessary, resulting in the decision to terminate underperforming employees and restructure the team around core business needs.
Unclear Branding: SWW failed to develop a strong, relatable brand narrative and clear Unique Value Propositions (UVPs) that resonated with customers.
No Growth Strategy: Sarah Wragge had built her business one client at a time without a clear, scalable strategy. A top-down growth strategy was required to focus on scaling lifestyle and method programs.
Lack of Product Development: Sarah was uncertain about how to bring new products to market, leading CDFC to take control of the product development process.
Company Organization: To continue scaling, CDFC helped prepare the company to be desirable to investors through the Valuation Assessment.
THE RESULTS
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Growth in The SWW Method™ in the first quarter, and signups tripled after 4 sessions.
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Year-over-Year Growth in Gross Sales (2024 vs. 2023), driven by strategic scaling efforts.
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Year-over-Year Growth in Website Traffic (2024 vs. 2023 due to ecommerce focus and website relaunch.
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To support the business's expanding operations.
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New SKUs added to the catalog that became the top sellers for the business.
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Growth forecasted for the business in year two.
Organizational Restructuring and Leadership:
As Fractional COO, Devin conducted a full team audit, firing underperforming employees and repositioning star employees in key roles.
Hired and expanded the team, growing the number of coaches from 4 to 9, and eventually to 15, while also building out a corporate team to manage.
Focused on HR, operations, and financial management as a Fractional Controller, organizing the business for long-term growth and preparing it for valuation within the wellness industry.
Built a strong revenue strategy centered on scaling the lifestyle and method programs, creating a solid foundation for growth.
Product Development and Scaling:
Developed and launched new products (Alkalize, Restore) in just 6 months, all of which sold out within 4 months, leading to tripled orders due to high demand and executing CDFC Strategy.
Restructured and scaled The SWW Method™, a core product, to support rapid growth.
Maintained all earned media and organic growth without the use of paid media, while managing external agencies and ensuring efficient operations.
Brand Storytelling and Ecommerce Focus:
Established the brand’s storytelling, identifying UVPs, and defining the brand’s three core pillars.
Created a comprehensive Brand Bible to guide all marketing and branding efforts.
Relaunched the website and shifted focus to ecommerce, optimizing this channel for growth.
Streamlined Operations:
Created SOPs and operation processes that were efficient, scalable, and not overly reliant on key individuals (especially the founder) by establishing well-documented systems and processes.
Team Structure:
Developed a strong management team that effectively helped guide the company. CDFC trained the leadership team to become capable and well-advised, reducing transition risks.
Legal Structure:
Hired new legal firm to properly restructure and ensure all contracts, IP, and legal agreements are in place.
