Later: Before and after
Later was originally known for social media scheduling but wanted to expand into adjacent categories. Spotting a major opportunity in influencer marketing, they acquired Mavely for $275M. Fletch helped Later reposition for large enterprises running major influencer campaigns. In this framing, the real competition was no longer scheduling tools but high-ticket influencer agencies. Later now had a highly differentiated approach that combined Mavely’s high-affinity creator network with trend prediction powered by proprietary data from their broader social media products.
“Asked the hard questions, challenged the right feedback, and kept us true to the task at hand. Plus they're fun to work with. If you're thinking about it, do it!”
taking an "all-in-one" approach for many types of companies
broad, less differentiated
positioning primarily for the most important customer segment
sharp, powerful differentiation
