Product Management — LuxySmile Oral Care Brand
B2B oral care at scale — product and GTM strategy for a dual-market health brand.
B0B + B2C
Dual Market Strategy
Schools + Corporates
Target Segments
GA0
Conversion Tracking Live
Tools & Methods
The Challenge
Launching a premium oral care brand required a single digital product that had to convert two fundamentally different buyer types: school administrators evaluating B2B wellness programs for student populations, and individual consumers seeking premium oral care products. These audiences have different decision timelines (B2B: weeks with committee sign-off; B2C: impulse-driven), different credibility signals (B2B: clinical validation, accreditations; B2C: aesthetics, reviews), and different conversion paths. The product had to communicate both "luxury" and "clinical credibility" without alienating either segment — and had to position the AI kiosk (OraScan Pro) as a natural upsell for institutional buyers.
Product Requirements Document
PRODUCT REQUIREMENTS DOCUMENT
LuxySmile — B2B Wellness Brand & Dashboard
Varun Cumbanungam · AI Product Manager · Oralens HealthCare (2023)
Doc ID
LXS-PRD-V1
Status
Approved
Owner
Varun C.
Date
2023
Version
1.0
Problem Statement
LuxySmile must launch a premium oral-care brand converting school admins and corporate HR via a single site — maintaining B2C appeal while projecting luxury + clinical credibility.
Primary Users
School Admin
B2B wellness program, Health Award inquiry
Corporate HR
Employee wellness scoping, ROI metrics
Consumer
Premium product discovery, AI kiosk upsell
Dental Team
Case management, S3 uploads, CSV import
Core Features
- Homepage — dual B2B/B2C CTAs, segment-specific paths
- School Health Award positioning — dedicated section
- Corporate wellness — feature breakdown + ROI framing
- AI kiosk upsell (OraScan Pro) — product page
- Dashboard — case management, S3 uploads, CSV export
- GA4 instrumentation — full-funnel conversion tracking
Key Acceptance Criteria
- AC-1B2B inquiry form triggers confirmation email
- AC-2GA4 fires on page view, inquiry, kiosk CTA click
- AC-3Lighthouse performance score ≥85 on mobile
- AC-4S3 direct upload — no file bytes via app server
- AC-5CSV bulk import handles 500+ rows without timeout
- AC-6OraScan Pro CTA visible above fold on product pages
GTM Milestones
- M1Website launch — B2B/B2C homepage live
- M2School Health Award campaign + inquiry form
- M3Corporate wellness page — HR ROI section
- M4GA4 funnel — first conversion report
- M5Dashboard — dental team onboarded
Product Artefacts Delivered
- PRD V1 — personas, GTM, dual-market positioning
- Brand spec — colour tokens, typography system
- GA4 measurement plan — events, funnels, goals
- B2B inquiry flow — qualification + routing spec
CONFIDENTIAL · LuxySmile PRD · Property of Oralens HealthCare
PRD · Brand Spec · GA4 Measurement Plan · B2B Inquiry Flow
Full PRD and supporting artefacts available upon request
Results
luxysmile.com live as the primary GTM surface for LuxySmile Oral Care's school and corporate wellness programs. School Health Award positioning and the structured B2B inquiry flow converted initial institutional partners. GA4 instrumentation enabled tracking of B2B inquiry form submissions, scroll depth on product pages, and AI kiosk (OraScan Pro) upsell click-throughs. Direct-to-S3 case file management for the internal dashboard eliminated file-handling bottlenecks and reduced operational overhead for pilot dental practices.
Live Demos
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LuxySmile Oral Care — Product Website & Dashboard
Full product suite for LuxySmile Oral Care (Oralens Healthcare): a React + Vite marketing site targeting B2B dental wellness programs for schools and corporates, plus an internal case management dashboard with direct-to-S3 uploads and CSV bulk import.
Interested in this work?
Full architecture walkthrough and code review available during interviews.