Reframe GTM brain

category

market profile

• text: Consumers looking to change drinking habits include people pursuing moderation as well as abstinence.
• text: The app combines daily learning, tracking, community and optional coaching in a subscription.
• text: Reframe competes with moderation and sobriety apps including Sunnyside and I Am Sober.

personas

• title: Sober-curious adult seeking moderation
  pains:

  • Wants to drink less without a permanent abstinence label
  • Social occasions and cravings make intentions difficult to sustain
• title: Adult seeking to stop drinking
  pains:

  • Needs daily structure and accountability to change routines
  • Wants accessible support between in-person meetings
• title: Therapist or wellness partnership lead
  pains:

  • Needs accessible resources for clients with different drinking goals
  • Wants an engaging companion between appointments

icp

• text: Individual adults seeking either moderation or abstinence who can engage with a mobile self-guided program.
• text: Therapists and businesses seeking alcohol wellness resources or partnerships; specific commercial fit needs confirmation.

message pillars

• text: Lead with science and a nonjudgmental approach.
• text: Support different goals, including moderation and abstinence.
• text: Combine education, tools and a community.

objections

• objection: I want to moderate, not quit entirely.
  response: Reframe explicitly supports both cutting back and abstinence.
• objection: Is the subscription worth it?
  response: The company advertises a seven-day trial and says prices vary; review the actual renewal terms.
• objection: Will an app provide the level of help I need?
  response: The product is a self-guided program with optional coaching; a clinician can help assess individual needs.

competitors

• name: Sunnyside
  why: Mindful drinking plans and tracking address moderation.
• name: I Am Sober
  why: Sobriety tracking and community address abstinence support.
• name: Try Dry
  why: A free tracking app offers an alternative for price-sensitive users.

influencers

• name: Vedant Pradeep
  url: https://www.atlantaventures.com/q-a-with-co-founder-of-reframe/
  why: Co-founder and CEO who discusses the product and its origins publicly.

keywords

• drink less app
• alcohol reduction app
• sober curious app
• drink tracker
• quit drinking support
• mindful drinking program
• Dry January app

voice

• Encouraging
• Nonjudgmental
• Science-oriented

signals

• text: A consumer searches for Dry January, alcohol tracking or support reducing drinking.
• text: An employer or therapist looks for alcohol-related wellness resources for their audience.

hiring

• Product Engineer
• iOS Engineer

pricing

motion

channels

• SEO
• blog
• podcast
• app stores
• partnerships

confidence

Founders

• name: Vedant Pradeep
  title: Founder
  role: Founder
• name: Ziyi Gao
  title: Founder
  role: Founder