Case Study

Thought Leadership

Company: Wanderu

Disciplines:

The Project

Wanderu was co-founded by two immigrants who arrived in the United States as children. Growing up, they watched their families rebuild their lives from the ground up, instilling in them a deep sense of perseverance and the value of hard work from an early age.

Polina Raygorodskaya, Wanderu’s co-founding CEO, is a serial entrepreneur who launched and successfully ran multiple businesses starting at just 19 years old. Igor Bratnikov, the company’s co-founding COO, is a trained lawyer with extensive expertise in managing business operations. Together, they combined their entrepreneurial drive and strategic leadership to build Wanderu into a leading platform for bus and train travel.

The Challenge

Raygorodskaya’s trailblazing journey as a seasoned female entrepreneur in the tech startup world, combined with Bratnikov’s sharp strategic growth expertise, made them an ideal duo for high-profile press features and business events.

Pitching their insights and experiences not only had the potential to provide valuable lessons for aspiring entrepreneurs but to also position Wanderu in the spotlight, generating invaluable brand exposure and credibility.

The Goals

Drive awareness of Wanderu through executive visibility – use the co-founders’ personal stories, industry insights, and success with Wanderu to secure thought leadership opportunities in top-tier business, tech, and travel media, reinforcing the brand’s credibility and increasing its recognition among key audiences.
Establish Polina Raygorodskaya as a leading voice in entrepreneurship & tech – position Raygorodskaya as an influential female entrepreneur in the startup world by securing speaking engagements, media features, and guest contributions that highlight her journey, business acumen, and leadership in the travel tech industry.
Showcase Igor Bratnikov’s expertise in business strategy & growth – leverage Bratnikov’s background in law and operations to position him as an authority on scaling startups, strategic expansion, and navigating the complexities of growing a global business.

The Strategy

Strategic media positioning & high-impact storytelling

Craft compelling narratives around Raygorodskaya and Bratnikov’s entrepreneurial journeys, industry expertise, and Wanderu’s success.
Secure media placements in top-tier business, tech, and travel publications, leveraging exclusive interviews, op-eds, and expert commentary to reinforce their authority.

Speaking engagements & industry panels

Position Wanderu’s co-founders as sought-after speakers at major industry conferences, startup summits, and business forums.
Secure keynote opportunities, panel discussions, and fireside chats where they can share insights on entrepreneurship, business strategy, and the future of ground travel, further elevating their credibility.

Content leadership & direct audience engagement

Develop a strong executive content strategy through guest articles and podcast appearances.
Use these platforms to share thought-provoking insights, business lessons, and industry predictions while engaging directly with startup communities, investors, and industry leaders to expand their influence.

The Tactics

Develop a compelling narrative that highlights Raygorodskaya’s and Bratnikov’s expertise, entrepreneurial journeys, and the innovation behind Wanderu.
Engage in expert commentary by pitching Raygorodskaya and Bratnikov as go-to experts for breaking news and industry trends to journalists covering entrepreneurship, travel, and tech.
Leverage prominent business & career awards like Forbes 30 Under 30, Inc. Founders List, etc.
Seek speaking spots at major conferences, as well as startup & leadership events, positioning Raygorodskaya as a mentor and advocate for female entrepreneurs.
Engage in university & business school guest lectures or panel appearances.
Develop a signature speaking topic portfolio, ensuring consistency across events and making the co-founders more attractive to organizers.
Guest spots on high-profile podcasts & YouTube channels to reach startup-minded audiences.

The Results

Secured the front cover of Inc. Magazine’s “Most Innovative Women Founders in America” issue, featuring Polina Raygorodskaya along with a three-page spread and a three-minute video interview on Inc.’s YouTube channel.
Successfully placed Raygorodskaya and Bratnikov on several high-profile world-acclaimed lists, including: Forbes 30 Under 30, Fortune 40 Under 40 Women to Watch, Inc. 30 Under 30, and Entrepreneur 25 Under 40.
Secured speaking slots and panel participation at several key travel industry conferences and special events, including: Phocuswright, ITB Berlin, NOAH Conference, and eMerge Americas.
Earned mentions and quotes in 50+ articles from leading news outlets and entrepreneurship-focused media, including Inc., Entrepreneur, The Boston Business Journal, and The Boston Globe.