A strategy, content, and product positioning project helping an Arizona-based antenna innovator transition from research-heavy startup to credible defense and space industry supplier through user-focused messaging, website redesign, and investor-ready storytelling.
Overview
FreeFall Aerospace is a University of Arizona spinoff developing next-generation spherical antenna systems for satellite communications. Their patented technology delivers lightweight, low-cost, rapidly deployable solutions for both commercial and defense customers.
As they expanded from early-stage R&D to securing multimillion-dollar defense and NASA contracts, FreeFall needed to communicate this shift clearly to target users and decision-makers.
My work focused on aligning messaging to the needs of high-stakes buyers, improving the website experience, and creating investor-ready positioning.
My Role
Freelance Product Strategist and Digital Consultant (2024–2025)
I collaborated with FreeFall Aerospace to:
- Shape brand strategy and voice for commercial, government, and defense markets
- Understand and map target user groups (e.g. DOD buyers, aerospace primes, university research programs)
- Plan and guide a complete website redesign to improve user journeys
- Align investor and customer messaging around advanced antenna products
- Integrate SEO and analytics for better acquisition, engagement, and conversion tracking
Goals
- Reposition the brand from academic spinoff to serious aerospace and defense supplier
- Clarify and differentiate product offerings for distinct user segments
- Support investor fundraising with clear, compelling, and consistent messaging
- Improve website usability and content to better guide visitors toward contact and engagement
- Build foundation for lead generation via newsletter sign-ups and inquiry forms
Process
1. User Research & Market Positioning
- Reviewed investor decks, sales materials, and defense-focused product documentation
- Identified core user groups:
- Defense procurement officers seeking secure, deployable communications systems
- Commercial space companies needing lightweight, steerable antennas
- University researchers and engineering programs with ground station needs
- Conducted competitive analysis to understand industry language, features, and differentiators
- Developed messaging pillars tailored to user needs: reliability, deployability, cost-effectiveness, dual-use readiness
2. Website Strategy & Content Planning
- Led planning sessions with FreeFall’s executive team to align business goals with user journeys
- Outlined a new site architecture designed to guide different buyer types to the right solutions
- Defined clear product families:
- Space Systems: Inflatable Antenna Systems for Smallsats
- Ground Systems: All Sky Antenna Terminals
- Defense Systems: Mobile Tactical Antennas, Counter-UAV, Low-Profile Installations
- Recommended design improvements to reduce friction and encourage actions like contact form submissions and newsletter sign-ups
3. Messaging Development
- Crafted content outlines for homepage, product pages, and the company story that spoke directly to user pain points
- Aligned copy across investor decks, website, and marketing materials to emphasize:
- High-gain, low-power steerable designs
- Dual-use capability for defense and commercial markets
- Rapid deployment, low-profile installations, and cost advantages
- Real-world traction with customers like SES, NASA, DOD-focused contractors
4. SEO and Analytics Integration
- Implemented Google Analytics to monitor visitor behavior, acquisition channels, and conversion events
- Conducted baseline analysis of site performance, identifying high traffic but low conversion
- Advised on SEO optimization for priority product and use-case pages
- Developed strategies to improve discoverability while also increasing newsletter sign-ups and contact inquiries
Results
- Complete website redesign plan with user-focused content strategy
- Clear value propositions tailored to each target customer segment
- Investor-ready messaging that highlighted advanced technology and real contract wins
- Improved readiness for government contracting and fundraising conversations
- Analytics and SEO foundation to support marketing, lead generation, and sales follow-up
Key Takeaways
Helping FreeFall Aerospace mature its brand and communications strategy was a classic product management challenge: understanding distinct user needs, aligning the value proposition, and reducing friction in the buyer journey.
By translating complex engineering into compelling, user-friendly messaging and structuring the website for real-world buyers—from defense acquisition officers to commercial satellite companies—we laid the groundwork for growth in both commercial and government markets.