Defining
Moments
Demand a
Special
Project
Growth strategy for impatient entrepreneurs at an inflection point.
You are here because
Your business is at
a crossroads
Whether fundraising, pivoting, or ready for scale—you can't afford to guess which opportunities to pursue
Your company has
untapped potential
The next 6-12 months will define your trajectory and you need clarity fast
Your early customers
are a mixed bag
It's time to get clear on who your business serves best, how to find more of them, and who to start saying “no” to
Get Customer Clarity in Your Inbox
The Signal from Special Projects delivers monthly positioning insights that help you stop guessing who to target and start growing with intention.
What we do
Special Projects partners with a select group of venture-backed and independent services businesses to rapidly expand their impact and reach.
the attributes of your most valuable customers
Define
your unique value proposition to address their needs
Distill
a focused plan to find and attract more of the people you want
Design
Where We’ve Made an Impact
We have worked across fintech, hospitality, legal services, AI, crypto, specialty retail, digital health, you name it. Whatever your sector, the Special Projects process works best for three types of clients.
Services businesses growing from $1M to $10M to $50M
Venture-backed startups accelerating a fledgling B2B motion
Established entrepreneurs expanding their revenue streams
CASE STUDIES
OneCrew
Vertical SaaS - Construction
Platform giving commercial paving contractors a single system to run their growing business operations.
The opportunity
Seed-stage founder was preparing for Series A fundraise in 6-9 months. He was looking to codify a compelling GTM strategy that would resonate with investors.
The impact
Identified 3 distinct ICPs and uncovered hidden growth levers
Revealed customers were requesting profitable new product line founder had already been considering
Validated efficient owned marketing channel
Built messaging architecture to deploy across website, LinkedIn, sales materials, and job descriptions
Crystalized ideal attributes of first marketing hire based on GTM motions
Outcomes
Preemptive $7.5M Series A closed within 2 months
ARR grew 50% in 3 months
What the Founder Said
“Nina combines strategic thinking with execution speed in a way that creates real momentum. She helped us transform scattered positioning ideas into a cohesive message that truly resonates with our customers.”
Ari Bleemer
Founder & CEO, OneCrew
Dynamic Labs
B2B SaaS - Crypto Infrastructure
Wallet infrastructure powering crypto capabilities for enterprise fintech and exchanges.
The opportunity
Regulatory clarity (GENIUS Act 2025) and competitor movement (fundraises and M&A) underscored the need to define the Series A company’s differentiated role in the wallet infrastructure category for enterprise fintech.
The impact
Identified 5 distinct customer segments and what signals matter most in their vendor selection process
Uncovered hidden vulnerability in sales approach that was losing deals despite technical superiority
Built competitive positioning framework with battle cards for two primary competitors
Validated that C-suite buying criteria differed fundamentally from engineering team priorities
Created messaging architecture eliminating industry jargon in favor of business outcome language
Outcomes
Messaging framework deployed across newly combined sales and marketing materials
Positioning leveraged on new home page
What the Founder Said
“Your work reflects what we intuitively felt, but now we finally have the clarity and data to see exactly where we stand — and where we need to go next.”
Itai Turbahn
CEO, Dynamic Labs
Datalane
B2B SaaS - Data Infrastructure
The go-to-market data layer for selling to local businesses.
Dynamic Labs
B2B SaaS - Crypto Infrastructure
Wallet infrastructure powering crypto capabilities for enterprise fintech and exchanges.
The opportunity
Fresh off a Series A fundraise, DataLane had strong logos but limited market awareness. They were looking to execute a launch that would establish presence and clarify what the company does and who it serves beyond being a data vendor for local GTM.
The impact
Developed enterprise-facing core positioning around unlocking future revenue growth
Created targeted messaging for revenue leaders in specific segments
Built launch strategy that generated high-visibility media coverage
Crafted 6 month marketing strategy for team with associated KPIs
Leveraged positioning and strategy to set founder up with right-fit vendors to activate GTM strategy
Web site language
outcomes
Series A announcement featured in Axios and WSJ
Website redrafted leveraging key messages
Post-launch, six-figures worth of deals entered pipeline
Launch moment reignited target customer conversations and introduced six figures worth of new deals in pipeline
Secured 3 speaking engagements/workshops putting the CEO in front of ideal company targets
What the Founder Said
“No complaints.”
David Patterson-Cole
Founder and CEO, DataLane
Are You Ready to Grow Your Business?
Learn five questions that reveal who your best customers actually are
Special Projects is led by Nina Willdorf, a pioneering Go-to-Market leader with 20 years of experience building 0-1 positioning, communications strategies, and content marketing for early-stage technology and venture capital brands. Nina specializes in the messy, early days of fast-growing businesses where nothing is clear and everything is possible.
She is also Co-Founder of the Aged Intelligence Society, as featured in the New York Times.
Experience Highlights
Built Content Marketing at Coinbase from 0 to 1
Led initial marketing and communications strategies for Airbnb Experiences and scaled worldwide
Built Content Marketing at Trulia (Zillow) from 0 to 1
Advisor to multiple venture-backed startups from Seed to Series B
We’ve worked directly with
A Note on Selection
SP Studio accepts four engagements each quarter. We seek that rare intersection of extraordinary potential and perfect timing—founders at their inflection point who recognize that their time is now.