Toolbox
Co-founder, CMO & CEO
Peer-to-Peer Tool Sharing Platform
05/2021 - 05/2025
Toolbox is a peer-to-peer tool and equipment rental app that connects borrowers and lenders in local communities, making tool rentals easy, fast, and affordable.
- Active Users:500+ app users in the Bay Area & Detroit pilot markets
- Conversion Rate:3.3X increase in conversion post-UX redesign
- Seo Ranking:Achieved 400 monthly impressions from scratch
- Social Growth:Pending
Branding:
Toolbox’s branding is approachable, community-oriented, and empowering—designed to feel accessible to all skill levels and demographics. Visuals emphasize clean lines, DIY grit, and trustworthiness, with a tone that blends practical help with local pride and empowerment.
Campaign Examples:
- Spring Women-in-Gardening empowerment campaign—blending frugality, convenience, and empowerment messaging
- AI-driven blog campaigns focused on untapped blue ocean keywords
- How-to storytelling campaigns, simplifying the tool rental process with clear '1-2-3' tutorials and tool bundles
- Led UX/UI overhaul increasing funnel conversions by 3.3X
- Co-developed MVP and fulfilled first tool rentals
- Built foundational culture, processes, and growth models based on lean/agile frameworks
Toolbox aims to revolutionize the tool rental experience by combining community-based sharing with modern tech, creating access and opportunities for underserved DIYers and homeowners. Early traction, high engagement, demonstrated the product’s market fit and potential for scalable growth.
Our high-level strategy combined lean/agile startup methodologies with a customer-first approach. We focused on validating demand early through surveys and small-scale market testing, iteratively refining the product using user data and direct feedback. Growth was fueled by a dual focus: First, paid ads for immediate traction. Second, AI-driven content marketing for sustainable organic reach. Strategic milestones included MVP launch, UX/UI overhaul, and transitioning Toolbox from being the primary lender to a true peer-to-peer marketplace.
Background
The traditional tool rental industry is costly, inconvenient, and intimidating—especially for minorities and women who often face discrimination or feel unwelcome in traditional spaces. Toolbox was created to provide a modern, on-demand, community-based alternative, making tool rentals seamless, affordable, and local.
Execution
- Conducted early market/user research to validate renter and lender demand
- Launched MVP in Bay Area, achieved 1-2 reservations per day within weeks
- Overhauled UX/UI to address friction points—removing login walls, simplifying workflows, and improving aesthetics
- Deployed AI-powered content and SEO strategy focusing on blue ocean keywords to boost organic growth
- Developed strategic partnerships and built foundational culture documents, processes, and growth models
Outcome
Toolbox achieved measurable growth in both user engagement and conversions, validated its core marketplace concept, and established the foundation for a scalable tool-sharing ecosystem with embedded community experiences.
Android App Login Screen
Android App Map View with Tool Listings
Android App Side Menu Navigation
Web App Search Listings
Web App Category View
Web App Homepage Search
Use Journey: Item Detail Page - Rug Doctor Carpet Cleaner
Use Journey: Delivery Date and Time Selection
Use Journey: Confirm Request with Payment Option
Use Journey: Final Price Details and User Information Entry
Related Content
- Startup Growth Strategy & GTM Consulting
- Fractional Chief Growth Officer (CGO) Services
- MVP Development
- Performance Marketing
- Funnel Optimization
- Conversion rate optimization (CRO)
- A/B testing and analytics
- Product-Led Growth (PLG) Strategy