Secret Menu

In response to challenges with launching new custom products onsite, I proposed a “secret menu” of offerings that we could quietly market to customers interested in custom services through our concierge team. This approach unlocked premium printing methods that elevated Minted’s perception among upper-TAM customers and enabled us to better compete with bespoke stationers, while further differentiating us from competitors. It also allowed us to test customer appetite for new products before investing resources in a full launch.