Growth fails without direction.

We build stronger products, clearer categories, smarter innovations, and marketing that drives real commercial result.

Product Leadership • Innovation Strategy • Category Growth

Powered by Agile, Stage-Gate and real market insight, we turn complexity into clarity and help teams convert ideas into real commercial outcomes.

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Senior Marketing & Growth Leadership. Fractional or Project-Based.

We partner with commercial organisations, founders, innovators, universities, research groups and cross-functional teams across product, innovation, marketing, sales and R&D to build stronger products, clearer categories and faster pathways to market adoption..
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Pacific
Urethanes

Case Study

Industries We Serve

We support industry leaders across multiple sectors with strategic, scalable services designed to optimize operations and accelerate growth.

Why Organisations Struggle to Grow
Independent research shows most companies fail not because they lack ideas — but because product, category, innovation and go-to-market decisions are not aligned.

“McKinsey’s analysis shows that over 40 percent of product launches fail to meet their goals, and nearly half of innovation projects never reach the market on time.” — McKinsey & Company

“84 percent of executives say innovation is critical for growth, yet only 6 percent are satisfied with their innovation performance — and around 45 percent of launches underperform at the moment of truth.” — Harvard Business Review

“BCG finds that only 30 percent of major transformations hit their targets. The rest leak value because product, category and go-to-market decisions don’t line up with the strategy.” — Boston Consulting Group

Where Growth Breaks Down

Innovation failure is only part of the story.
Many organisations are also held back by categories that are declining, stagnating or losing relevance — even when new products keep launching.

Typical causes include:

  • Category is unclear or poorly defined.
  • Customer behaviour shifts without strategy updating.
  • Competitors reshape the narrative.
  • Product portfolios become bloated or confusing.
  • Value propositions weaken over time.
  • Sales, product and marketing tell different stories.
  • Legacy thinking slows commercial performance.

When categories weaken, growth collapses — regardless of product effort.

How Neo Jupiter Closes the Gap

We integrate:
  • Category clarity and commercial narrative.
  • Product strategy and portfolio architecture.
  • Competitors reshape the narrative.
  • Disciplined innovation (Agile, Scrum + Stage-Gate).
  • Strategic marketing and commercial go-to-market.

This unified system turns complexity into clarity and strategy into execution.

World-Class Frameworks & Models We Use

  • Agile/Scrum for speed and cross-functional alignment.
  • Stage-Gate for disciplined decision-making
  • Need-state and customer value models.
  • Category architecture and portfolio logic systems.
  • GTM sequencing and adoption frameworks.
  • Prioritisation and commercial decision models.

These frameworks ensure innovation, product and go-to-market decisions move together — not in silos.

The Result

Neo Jupiter enables organisations to:
  • Fix stagnant or unclear categories.
  • Accelerate innovation with clarity.
  • Strengthen value propositions and commercial messaging.
  • Align product, sales, marketing, R&D and leadership.
  • Launch with confidence and real customer adoption.
  • Build systems that deliver measurable commercial results.

  • Where Growth Breaks Down

    Innovation failure is only part of the story.
    Many organisations are also held back by categories that are declining, stagnating or losing relevance — even when new products keep launching.

    Typical causes include:

    • Category is unclear or poorly defined.
    • Customer behaviour shifts without strategy updating.
    • Competitors reshape the narrative.
    • Product portfolios become bloated or confusing.
    • Value propositions weaken over time.
    • Sales, product and marketing tell different stories.
    • Legacy thinking slows commercial performance.

  • Where Growth Breaks Down

    Innovation failure is only part of the story.
    Many organisations are also held back by categories that are declining, stagnating or losing relevance — even when new products keep launching.

    Typical causes include:

    • Category is unclear or poorly defined.
    • Customer behaviour shifts without strategy updating.
    • Competitors reshape the narrative.
    • Product portfolios become bloated or confusing.
    • Value propositions weaken over time.
    • Sales, product and marketing tell different stories.
    • Legacy thinking slows commercial performance.

  • Where Growth Breaks Down

    Innovation failure is only part of the story.
    Many organisations are also held back by categories that are declining, stagnating or losing relevance — even when new products keep launching.

    Typical causes include:

    • Category is unclear or poorly defined.
    • Customer behaviour shifts without strategy updating.
    • Competitors reshape the narrative.
    • Product portfolios become bloated or confusing.
    • Value propositions weaken over time.
    • Sales, product and marketing tell different stories.
    • Legacy thinking slows commercial performance.

  • Where Growth Breaks Down

  • Where Growth Breaks Down

  • Where Growth Breaks Down

Aligning Product, Category and Market for Real Commercial Growth.

We have shaped and strengthened product categories across consumer hardware, appliances and broader consumer product lines, as well as sustainability-driven solutions, home improvement product categories, robotics-led products and more specialised commercial, performance-driven and technical product environments.

Our experience spans commercial product systems, advanced materials, coatings, chemicals, automotive parts, engineered solutions, building systems, emerging innovation programs and new product lines. We help organisations define their category, structure their product portfolio and create the commercial pathways that bring meaningful innovations to market.

Explore Our Services

Mira Varathan

Founder / Innovation & Category Growth Leader

Mira Varathan is a senior innovation and category growth leader with 25 years of experience developing new products, driving innovation, transforming underperforming categories, and delivering strong commercial results. As an Agile/Scrum practitioner, she brings structured innovation and disciplined execution to every engagement.

She leads Neo Jupiter’s innovation, category and launch direction to help organisations turn ideas into real market growth.

Learn more about Mira
Mira Varathan

Mira Varathan

Founder / Fractional Marketing Leader

Case Study - Pacific Urethanes

See How Category and Brand Transformation Drive Commercial Growth

Pacific Urethanes is a leading Australian polyurethane solutions company. Neo Jupiter strengthened their brand, product and category positioning, clarified their technical value, and built the foundations for stronger commercial growth.
By refining their category narrative and aligning product, sales, and leadership teams, Pacific Urethanes achieved clearer market presence, stronger customer engagement, and national recognition including winning Chemistry Australia’s 2024 Net Zero Transition Award.
Case Study - Pacific Urethanes
Hear directly from the team at Pacific Urethanes

What Our Clients
& Associates Say

Real stories from industry leaders who’ve partnered with Neo Jupiter to drive growth, clarity, and market impact.

  • Darren Millar

    CEO – Pacific Urethanes

    Partnering with Mira was a turning point — she transformed our brand, accelerated our growth, and made the industry see us for what we truly are: leaders, innovators, and a dominant force in our field.

    Darren Millar

  • Prasath Hapu

    CFO - Denso Automotive Systems Australia

    Mira is a bold, visionary leader who transforms strategy into results—driving innovation, launching products, and unlocking new market opportunities with clarity, purpose, and a deep understanding of business dynamics

  • Simon Holt

    Managing Director - Visual Culture

    Mira's guidance clarified our unique positioning with precision. Her sharp, strategic input elevated our messaging and website structure—making it easier to communicate what truly sets our video business apart.

Insights That Drive Growth

Fresh thinking, practical strategies, and expert perspectives for technical and trade-focused brands.

More Insights