5 Things We’ve Learned Working with Startups
December 4, 2024
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Launching a startup is thrilling, but it comes with big pressure. You’re stepping onto the stage for the first time, introducing your brand to the world, and competing for attention in a market full of noise.
First impressions matter, and as a newcomer, your task is twofold. First, to prove your value: why you’re here and why your solution is better than your competitors'. Secondly, to reach your target audience and quickly gain traction to become a trusted, recognisable name in your space.
InPlanet, a B2B carbon removal company, was preparing to face these challenges during their go-to-market stage. They needed clarity in their positioning and a go-to-market roadmap that would set them apart in a competitive field. That’s where we came in.
We created their first marketing strategy, including conducting marketing research, competitor analysis, target audience research and persona creation, KPIs and budget. Then, we built an omni-channel content strategy that positioned them as a trusted industry leader.
InPlanet emerged with a clear, memorable identity and engaging communications to cement the business as a key player in the carbon removal industry.
Similarly, when Ghost Democracy, a clean skincare brand, were gearing up for their launch, they needed an expert to own an important aspect of their marketing plan: their lifecycle marketing, as executed through the email channel.
We built a data-first CRM strategy from the ground up, designed email templates, implemented automations in Klaviyo, established a loyalty program, and crafted campaigns that spoke directly to their customers’ values.
Ghost Democracy launched into the market with a bang. They gained a growing list of customers with increasing LTV who were very engaged with their communications, and 20% of their revenue coming in through their email channel.
The right mix of research, strategic thinking, and creativity can position you in the market successfully.
Whether you’re a B2B or B2C business, the formula for a strong launch is the same: a well-researched strategy, clear messaging, and a bold approach to standing out. First impressions matter—make yours unforgettable.
P.S. The importance of the email channel is often underestimated by founders at launch, but having a direct channel of communication with your audience and also a space for a brand's owned audience as opposed to social media platforms, is invaluable in helping your business grow.
For many start-ups, acquisition often steals the spotlight—it's what investors want to see in those early years after all. Eventually, founders come to recognise the massive opportunity in retention, especially when they face the dreaded ‘leaky bucket’ problem—where you keep filling the top of the proverbial bucket with leads, but they keep slipping through the cracks of the bucket instead of being retained.
Take Abound, a B2B e-commerce marketplace for independent retailers. They saw rapid growth but struggled to keep the customers they worked so hard to acquire. When we stepped in to manage their lifecycle marketing, we revamped their entire approach—from content and segmentation to email design and tone of voice. We also introduced a new post-purchase program that directly targeted customer loyalty.
Monthly customer retention more than doubled, with a staggering 145% year-over-year improvement.
The takeaway is clear: Retention is not only cost-effective but crucial. Start prioritising it from day one—it's far cheaper to re-engage a current customer than to chase down a new one.
Many startups hit a plateau when trying to scale. This often frustrating and stressful challenge can be caused by a number of things from customer service to, (probably the most terrifying thought for a brand owner), the product itself. Or it could be something a little less daunting, like growth stalling due to lack of the right strategies.
This obstacle of slow customer growth was one that Dear Brightly, a refillable skincare subscription brand, was facing when we partnered with them.
We revamped their email automations and took a different approach with content creation, implementing A/B testing, and a framework for reporting back on insights so we could keep a pulse on what was getting the best response in our strategy and what was less effective.
Dear Brightly began seeing massive growth with 100K in new customer revenue and $123K in new customer SMS revenue within the first year. And a +6% database growth month after month!
Scaling isn’t just about doing more—it’s about doing it smarter. If you deliver your message effectively to your target audience and leverage data-driven insights, exponential growth is within reach.
Customers ghosting your brand? It happens—and figuring out why can feel like solving a mystery. This was something Ecosia, the nonprofit search engine that plants trees found themselves facing when they approached us to help them get 2 segments of their app users to reengage.
Disengagement from your brand can happen for various reasons ranging from technical frustrations, to competition and cost. The key is uncovering what your audience's unique reasons are.
After devising a re-engagement strategy with the team, we recommended conducting surveys and interviews to investigate the reasons for these customers’ behaviour.
Crafted content to be deployed through platforms like TikTok and Instagram, as well as Ecosia's ecosystem, we were able to address pain points as well as highlight the value of Ecosia over their competitors.
Meeting customers where they are and speaking directly to their needs or pain points can reignite engagement and foster a renewed sense of loyalty.
You are a busy founder and have a small and mighty team. Some things fall down the sideways. It's natural. One of these things is often proper technical set up for your email marketing to ensure deliverability. Or a proper segmentaition
But low deliverability scores mean your emails aren’t reaching inboxes. So you’re practically leaving money on the table and standing in your way of your business growth.
Roshambo, a sustainable eyewear company for kids, was facing this exact issue when we came on board to help.
To address it, we conducted a comprehensive audit of their email account—looking specifically at segmentation strategy, data quality and structure, and campaign performance. We also audited the full customer journey to identify gaps and opportunities.
We agreed it was necessary to warm up their IP again, so we deployed a daily emailing schedule, monitoring results closely and adjusting segmentation strategy according to the performance. We also implemented fresh templates, introduced new content pillars, and streamlined the database structure.
This approach strengthened the brand’s presence in customers’ inboxes, ultimately boosting engagement and revenue from the email channel. We increased Roshambo's email deliverability score from 50 to 80 in two months and revenue from email grew +10% year-over-year.
Deliverability often isn’t just a technical issue—it’s a strategy problem. A strong, well-optimised email channel can be a game-changer for revenue and engagement.
Every startup faces its share of challenges, but the solutions don’t have to be complicated. Listen to your audience. Take bold, data-driven actions. And don’t be afraid to pivot when something isn’t working.
Feeling stuck? Let us help you take the next step. Schedule a call with us today and let’s create a strategy that drives the results you need.
