Zoroh Growth Partners
Commercial growth systems for founders and owners building beyond themselves.
Impact Gumshields is an Irish sports-tech company that manufactures 3D-printed, custom-fit mouthguards using a patented software toolchain and proprietary filament. Their product is independently tested at up to 198% more protective than traditional custom-fit guards, 47% lighter, and 54% smaller. They are official partners of Leinster Rugby and Rugby Players Ireland, with tens of thousands of athletes protected across Ireland, the UK, Germany, and the US.
Despite strong product-market fit and deep brand credibility in sports, Impact had no structured go-to-market system. Revenue was generated through founder relationships, and the business was attempting to scale two distinct channels simultaneously without a defined playbook for either.
- No structured GTM strategy across D2C (direct-to-consumer) or D2D (direct-to-dentist) channels
- No defined ICP or buyer personas for the dental channel
- CRM was underutilised with no pipeline stages or forecasting
- Large existing customer base had no structured reactivation or referral system
- Team roles lacked clarity around channel ownership and KPIs
GTM Strategy with Budget Scenarios
Designed a three-tier GTM plan with defined hiring, pipeline, and revenue targets at each level. This gave the founder a clear decision framework rather than a vague growth plan.
ICP Profiles for the Dental Channel
Built four detailed buyer personas for the D2D channel: the Community-Growth Practice Owner, the Practice Manager, the Multi-Site Ortho Innovator, and the PE-Backed Dental Group Strategist. Each persona includes demographics, motivations, pain points, buying triggers, decision criteria, messaging hooks, and objection handling, grounded in real conversations with dental practices already using the product.
Dental Portal Value Proposition
Developed the complete value proposition for Impact's dental portal, structured around three messaging pillars: Superior Protection & Fit, Patented Digital Workflow, and Community Engagement as a Patient Growth Engine. Each pillar is backed by specific proof points and independent testing data.
Post-Launch Playbook
Created a sequenced 30-day post-launch playbook covering both D2C and D2D channels with targeted actions for each: Klaviyo integration, reactivation campaigns, and school outreach for D2C; pipeline setup, discovery call scripts, and trial onboarding for D2D. Every action has a named owner, deadline, and dependency.
Sales Pipeline Architecture
Defined CRM pipeline stages and built the structure for systematic dental practice acquisition, starting with warm leads and scaling to network introductions across Ireland and the UK.
- Two clearly defined GTM channels with distinct strategies, owners, and KPIs
- Four production-ready ICP personas driving targeted dental outreach
- Pipeline architecture installed with defined stages and forecasting capability
- Post-launch execution plan with sequenced actions across both channels
- Founder moved from ad-hoc selling to a structured, repeatable commercial motion
From informal sales to a structured commercial engine on the path to multi-million euro growth