Problem: Mobile phone handset refurbisher couldn't source enough used iPhones to meet demand.
Solution: I helped Mobixa think bigger than just buying handsets, and realize that their biggest competitor was the junk drawer. After interviewing hundreds of mobile phone users, we discovered that most were unaware that used iPhones had substantial value, and most were still under contract and couldn't upgrade until later, so marketing was often ineffective. We built and launched the Mobixa Advisor, a tool that helped people value their handset today and receive updates on its value over time, then be reminded to trade in and upgrade once their contract was up. Increased buybacks by 300% in 90 days.