Our Identity.

At Bitesize Bio, our mission is to facilitate better science by supporting individual scientists to improve

Our goals are:

  • To facilitate the community sharing of experiential wisdom, tools and advice that enable bioscientists to Do Science Better. The types of help we share are defined in our Seven Pillars. 
  • To provide services that help marketers for bioscience product creators/service providers to engage with our community of researchers. These services must meet the needs of the marketers, our community and our business.
  • To provide a working environment in which our staff can enjoy their day-to-day work and lives, and thrive across their careers.

This brand strategy is our route map to success. It answers the big questions: who, where, why, and what. It informs our brand identity, products, and how we service our community.

Question

Answer

Purpose

How does Bitesize Bio
improve the world?

Bitesize Bio improves the efficacy of bioscience by creating a supportive community in which:

  • Researchers can LEARN how to improve from experienced mentors
  • Mentors can TEACH what they know to thousands of researchers worldwide
  • Customers can INFORM researchers about products and services they offer to make research more effective

Vision

What is Bitesize Bio’s ambition?

To be the world’s wisdom and tool sharing community for bioscience research.

Values

What five distinctive qualities does Bitesize Bio stand for? (i.e., what are the attributes we want to encourage of people in the community?)

Bitesize Bio is committed to supporting the scientific community, the product creators/service providers who support that community and its staff. Everything we do is intended for the mutual benefit of all of these groups. 

Therefore, we are:

Enriching – we want to affect real change in science 

Collegial – we exist to facilitate knowledge-sharing 

Friendly – we are unintimidating and inclusive 

Wise – we curate hard-won from experienceHolistic – we consider the whole scientists, not just their technical skills

Mission Statement

How is Bitesize Bio going to achieve its vision?

To facilitate a collaborative community environment for sharing wisdom and tools that help bioscientists to Do Science Better.

Proposition

Why do I need Bitesize Bio?

Researchers need Bitesize Bio because it provides wisdom that helps them become better scientists 

Mentors need Bitesize Bio because it enables them to share their wisdom with more researchers in a collegial environment

Customers need Bitesize Bio because it enables them to share their tools with more researchers in a collegial environment

Positioning

Where is Bitesize Bio in relation to its competitors?

Bitesize Bio stands apart from its competitors as a grassroots, scientist-powered community that fosters holistic education, collaboration, and the welfare of scientists through authentic, research-driven, and philanthropic engagement.

Personality

What is Bitesize Bio’s character?

Bitesize Bio is friendly, supportive, knowledgeable, and approachable. 

Audience

Who is interested in Bitesize Bio?

Bitesize Bio’s audience is bioscientists who work at the bench, the leaders who manage them, and the companies who create solutions for them.

Ideal Audience Member

Background

  • Hard-working and ambitious researchers actively engaged in bench-based scientific research.
  • Ideally Mid-stage academic career
  • Employed in roles where they are not primary decision-makers but hold significant influence.
  • Lifestyle is heavily work-focused but balanced with hobbies like climbing, baking, hillwalking, and socialising.
  • Idealistic mindset, seeking to improve the world through scientific research.
  • Environmentally and socially conscious.

Demographic

  • Age: 22–35 years old.
  • Location: USA or Europe.
  • Annual buying power: $12K–$25K USD.

Identifiers

  • Prefer consuming content within a community-centric platform.
  • Seek information independently and favour unconventional knowledge sources outside traditional literature.
  • Wary of big corporations, and protective of personal data.

Goals

  • Gaining status and recognition within academia.
  • Career progression and personal growth.
  • Conducting meaningful scientific research.
  • Maintaining a work-life balance.

Challenges

  • Poor management in academic settings.
  • High work intensity and pressure.
  • Financial constraints and price sensitivity.

What can we do?

  • Provide accessible, community-driven content that aligns with their preference for independent learning.
  • Offer practical, affordable solutions and resources that address financial constraints.
  • Address challenges of poor management by providing mentorship or career guidance content.
  • Cater to their idealistic aspirations by highlighting research impact and career growth opportunities.

Ideal Mentor

Demographic

  • Age: 30–35 years old.
  • Location: USA or Europe.
  • Higher buying power than typical audience members.

Identifiers

  • Previously engaged with Bitesize Bio and loyal to the platform.
  • Motivated to share knowledge and elevate others.
  • Strong written and spoken communication skills.

Goals

  • Advance publishing career and gain academic recognition.
  • Mentor and support the next generation of scientists.
  • Contribute to the scientific community and share knowledge.

Challenges

  • Balancing mentoring duties with personal research and publishing.
  • Navigating the demands of career progression in academia.
  • Needing proof of concept and enhanced writing/speaking experience.

What can we do?

  • Provide opportunities to contribute as writers or speakers.
  • Help them gain visibility through publishing and speaking engagements.
  • Support their mentorship goals with tools and resources.

Background

  • Senior researchers (30–35 years old), often at the principal investigator (PI) level.
  • Active in university departments and directly mentor students.
  • Past audience members of Bitesize Bio, making them familiar and loyal.
  • Keen to contribute content and fill knowledge gaps in Bitesize Bio’s offerings.

Ideal Scientific Influencer

Background

  • Senior professionals (e.g., core facility directors) with high influence in academia.
  • Established publication records and prestigious academic titles.
  • Strong professional networks and often sponsored by companies.

Demographic

  • Typically male, senior researchers.
  • Based in major scientific research hubs.
  • Highly respected in their fields.

Identifiers

  • May not be initially aware of Bitesize Bio.
  • Motivated by sponsorship opportunities and professional prestige.
  • Confident in their influence and adept at leveraging it.

Goals

  • Strengthen professional standing and expand influence.
  • Leverage their reputation for sponsorship and collaboration opportunities.
  • Maintain thought-leader status in the scientific community.tific research.
  • Maintaining a work-life balance.

Challenges

  • Ensuring continuous career growth and recognition.
  • Monetising their influence effectively.
  • Managing multiple professional commitments.

What can we do?

  • Offer sponsorship deals and collaboration opportunities.
  • Position them as key opinion leaders within our network.
  • Provide platforms for thought leadership through content and events.

Ideal SME Marketing Manager

Demographic

  • Typically experienced marketing professionals in niche industries.
  • Directly engaged with primary buyers.

Identifiers

  • Sporadic buying patterns, testing smaller campaigns before scaling.
  • High price sensitivity and strong negotiation skills.
  • Prefer phone transactions over standardised solutions.

Goals

  • Maximise ROI on marketing spend.
  • Identify effective marketing strategies through experimentation.
  • Stay innovative and ahead of competitors.

Challenges

  • Budget constraints and pressure to prove ROI.
  • Low brand loyalty and high competition for their attention.
  • Limited internal support, requiring them to manage multiple tasks.

What can we do?

  • Offer flexible, scalable marketing solutions.
  • Provide testable campaign strategies with clear ROI tracking.
  • Deliver content and education that positions Bitesize Bio as a trusted advisor.

Background

  • Marketing Managers in small to medium-sized enterprises (SMEs).
  • Work in small teams (2-3 marketers) or independently.
  • Almost always hold a PhD.
  • Manage marketing budgets around $100K, spread across multiple products.

Ideal Corporate Marketing Manager

Background

  • Product or Global Marketing Managers in large corporations.
  • Manage teams of 4-5 people with frequent opportunities for advancement.
  • PhD-level expertise, applying an analytical approach to marketing.
  • Handle large transactions and budgets ($100K+ per product).

Demographic

  • Senior marketing professionals in corporate settings.
  • Highly structured, process-driven work environment.

Identifiers

  • Consistent, bottom-funnel-focused buying patterns.
  • Prefer proven, reliable solutions over new, untested methods.
  • Conduct transactions via email and favour off-the-shelf options.

Goals

  • Protect professional standing and career growth.
  • Implement stable, effective marketing strategies.
  • Ensure reliable lead generation and brand performance.

Challenges

  • High risk-aversion, requiring data-driven justifications for decisions.
  • Navigating corporate bureaucracy and lengthy approval processes.
  • Need for proven solutions rather than experimental approaches.

What can we do?

  • Offer data-backed marketing strategies and case studies.
  • Provide reliable, pre-validated marketing solutions.
  • Establish long-term partnerships by demonstrating consistent value.