SaaS Product Marketing & GTM Strategy
Travel Assurance Platform
Project Background
Wings AI had a strong vision to protect travelers from overpaying after they book, but the early concept wasn’t yet shaped into a focused, defensible product.
The scope stretched across fare tracking, travel assistance, loyalty optimization, and disruption support, making the core value unclear and difficult to scale.
Key issues identified:
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No clear category or a single promise
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MVP spread across too many use cases
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GTM not anchored to a defined ICP or measurable path forward
My Role
I partnered with the founders as a strategy lead across product, brand, and GTM. My scope included:
Defining the product category and positioning versus 10+ competitors
Sharpening customer journeys, the ICP and traveler jobs-to-be-done
Designing the value proposition, brand pillars, and messaging hierarchy
Designing the pricing and packaging logic
Structuring a phased MVP feature roadmap
Building a 90-day GTM plan with channels, benchmarks, and KPIs
Project Details
Frequent and value-conscious travelers who feel the pain of disrupted flights and under-used points.
• Professionals flying 4–12 times per year for work or blended work/personal
• Tech-comfortable, but not “points hackers” living in spreadsheets
• High sensitivity to lost time, unexpected costs, and complex claims processes
• Open to paying a small, clear fee if it reliably protects downside and unlocks upside
• Often juggling multiple airlines, loyalty programs, and cards without a “single view”
Travelers don’t wake up wanting “a travel assurance product.” They want one thing: not getting screwed when flights go sideways.
• The emotional pain sits in uncertainty: “Am I getting everything I’m entitled to?”
• People don’t want to learn rules; they want a trusted system that checks for them
• The real moment of truth is during disruption, not weeks later in a claim portal
• Any friction that feels like “doing homework for the product” kills adoption
• Trust is built through visible wins: “We recovered X for you” or “We protected Y points”
Redesign Wings AI into a focused, defensible product that can scale.
• Clarify the product thesis: “What are we really promising and to whom?”
• Narrow to a few core disruption and loyalty scenarios instead of trying to do everything
• Create a brand and narrative that feel calm, trustworthy, and technically sharp
• Design a GTM motion that can start lean and evolve into repeatable funnels
The initial concept tried to solve every travel problem for every traveler.
• Blurry scope between “insurance,” “assistant,” and “loyalty optimizer”
• No clear answer to “Why this instead of my card benefits / airline app / insurance?”
• Risk of over-promising in edge cases (complex, multi-leg, multi-airline trips)
• A crowded landscape of points blogs, travel hackers, and benefits the user already has
Position Wings AI as a focused travel guard layer that quietly works in the background to protect trips and maximize value from disruptions and loyalty benefits.
• Define a narrow set of high-value “moments of intervention”
• Anchor the core promise around clarity and recovery: “We detect, claim, and convert value you’d otherwise leave on the table.”
• Make every communication show concrete wins: money saved, points earned, hassles avoided
Translate the strategy into workflows, messaging, and GTM building blocks.
• Map end-to-end journeys for 2–3 priority traveler segments
• Define notification logic: what triggers alerts, what actions are suggested, and when
• Outline initial acquisition channels (e.g., niche travel communities, newsletters, targeted paid tests)
• Define a simple reporting layer: “Here’s what Wings AI did for you this month”
Project Overview
The project rebuilt Wings AI as a unified post-booking travel guard by restructuring how bookings, airline rules, and credits move through the system. Every actor including traveler, inbox, booking channel, and airlines is now connected under one coherent flow from purchase to claim.
Instead of trying to replace every app, Wings AI becomes the quiet layer that watches flights, loyalty rules, and entitlements in the background, and only surfacing when there’s real value or real risk at stake.
Core Outcomes:
A sharper focus on one clear post-booking value path
A product shaped around real traveler moments and behavior
A foundation aligned to protecting value after purchase
The Wings AI System
Wings AI now operates as a streamlined operating model that ingests bookings from any source, monitors fare movements, and turns eligible drops into secured credits through a clear, reliable workflow.
The system unifies monitoring, eligibility logic, and claim execution into one continuous experience designed to recover value with minimal user effort.
Commercial foundations:
A unified pipeline for booking capture, fare monitoring, and claims
Transparent success-fee model with clear monthly reporting
Scalable Travel Guard layer focused on U.S. flights with an expansion path
Impact
The scope is lean, validated, and grounded in real traveler behavior, reducing risk across build and launch.
Wings AI now lives in a clear and differentiated Travel Guard category that users immediately understand.
The launch plan outlines exactly how to test channels, measure performance, and double down on what works.
“Sina is great, hardworking, and very talented! I highly recommend him with an A+ rating!”
Startup Founder at Wings AI
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