Built the First Marketplace for Screenwriters and Producers to Pitch.
Pitcheroo is an emerging platform designed to connect screenwriters with producers through a structured, transparent, and industry-ready pitch process. Built to replace the fragmented system of emails, spreadsheets, and personal introductions, the product aims to democratize access while protecting the time and attention of producers. To launch the first version of the platform, Pitcheroo needed a full product strategy, a clearly defined MVP, and a scalable UX foundation built for a complex two-sided marketplace.
The Challenge
Before Pitcheroo, the screenwriting pitch process operated entirely off-platform—through informal referrals, cold outreach, and inconsistent workflows that made meaningful discovery nearly impossible. Screenwriters had no central place to understand producer mandates, track pitch history, or present their projects professionally. Producers were repeatedly overwhelmed by submissions that didn’t match their needs, and lacked tools to efficiently review, respond, or communicate what they were actively looking for. The industry was functioning on fragmented inputs with no shared structure, no transparency, and no standard for interaction.
Pitcheroo approached Goji Labs with an ambitious vision but no existing product. They needed to shape the core experience for writers, producers, and administrators—from account creation to pitch submission, review states, payment flows, and long-term scalability. The challenge was not only to define the mechanics of the pitch lifecycle, but to build the rules, permissions, and business logic that made the system fair, predictable, and aligned with the realities of Hollywood’s development ecosystem. Pitcheroo needed clarity, structure, and a design foundation capable of supporting future features without rework.
Our Approach
We began with a structured discovery process, interviewing stakeholders and mapping the full pitch journey across writers, producers, and marketplace admins. Using our Product Strategy Consulting framework, we clarified jobs-to-be-done and defined the minimal set of features that would deliver value to both sides without introducing unmanageable complexity. This became the foundation for the platform’s role-specific permissions, navigation model, and the clear lifecycle states—draft, submitted, viewed, feedback received, script requested, expired, renewed, passed—that anchor the entire user experience.
From there, we translated the system logic into high-fidelity, production-ready designs using our UI/UX Design practice. We created a professional writer workflow for building profiles, managing projects, and submitting polished pitches aligned with industry expectations. For producers, we designed a focused workspace centered around time efficiency: one where incoming pitches are sortable, easy to scan, and actionable in seconds. We also defined business rules around Stripe Connect payments, refunds, rate changes, and availability states—removing ambiguity for engineering and ensuring a predictable experience for every user. Admin tools were designed last, giving Pitcheroo oversight across marketplace health, user activity, and content quality.
The Impact
By the end of the engagement, Pitcheroo emerged with a fully articulated MVP—not just visually designed, but systematically defined for engineering, monetization, and long-term growth. The platform now has a consistent interaction model that supports new features without recreating patterns, enabling the team to scale into new pitch types, educational resources, memberships, and marketplace enhancements. Producers benefit from a streamlined review experience tailored to their workflow, increasing retention and reducing friction. Writers finally have a place to develop projects and pitch professionally, with a clear understanding of where each submission stands.
More importantly, Pitcheroo now has a shared mental model across design, product, engineering, and founders—removing ambiguity and accelerating future iteration. What began as an unstructured industry process now has a thoughtful, scalable digital backbone built for fairness, transparency, and adoptability.
- Faster and more consistent product decision-making
- Reduced duplication, rework, and operational waste
- Clear ownership and accountability across teams
- Measurable impact on adoption, performance, and ROI
- Scalable framework for future initiatives
Project Review
Pitcheroo Team
“Goji Labs helped us turn a complex, ambiguous process into a clear, structured product. Their strategy and UX work gave us an MVP we could confidently bring to engineering—and a foundation strong enough to scale.”
