Case Study - EDITH

Written By Lin Su

From $200K Lost to Launch in 90 Days: How Audrey Rumsby Transformed Her Business with Our Interface-First Approach

Background / The Problem

Audrey Rumsby, a highly skilled personal stylist, spent over $200,000 across two years on designers, advisors, and SaaS platforms trying to launch her service-based business. Despite good intentions, the product idea was unclear, interfaces non-functional, and nothing fit the actual workflows of her business. She was left with no working product and zero revenue.

Challenges She Faced

  • Poorly scoped MVPs and bloated features

  • Disconnected platforms with no clear user journey

  • Advisors who didn’t understand service-based operations

  • Fragmented design teams lacking execution

  • Burnout, confusion, and sunk costs

How The COO Helped

When she met Lin Su, they took a completely different approach:

  • Focused on a go-to-market strategy called “Dress Your Workforce” (Dress Code as a Service)

  • Interface clarity and workflow simplicity

  • Defined a scalable service blueprint instead of overbuilding

  • Built a guided, teach-as-you-go UX that matched her actual delivery

  • Delivered a usable MVP in under 90 days

Outcome

  • Launched her business platform in 3 months with a clear, repeatable service model

  • Converted her first paying clients shortly after launch, validating market demand

  • Restored confidence and eliminated waste after $200K of failed attempts

  • Crafted compelling narrative and pitch materials that positioned her for success

  • Secured accelerator acceptance based on proven traction and scalable model

  • Raised $400K in friends and family round with strong investor confidence

  • Developed proprietary AI recommendations - a small language model that suggests context-specific garments based on customer needs and preferences

  • Filed her first utility patent to protect core technology and methodology

  • Closed multiple Letters of Intent (LOIs) with enterprise clients

  • Attracted acquisition interest from a major national retailer

    Key Metrics:

    • From $200K loss to $400K raised in under 12 months

    • Zero to paying customers in 90 days

    • Patent-pending technology with acquisition interest

Lin Su
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