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Growth Programme

New Market Growth in India

Case Study

An eCommerce tech platform seeking a new market for international growth

B2B / B2C

India was identified as an emerging market with a competitive landscape that allowed for strong positioning of the product. The market had the least barriers to entry with potential growth value of up to £18m pa.

 

 

Starting at a market value of £108k pa, we tested growth potential by focussing on Bangalore, with minimal budget. 

 

The following activity was carried out in phase 1:

  • Setting up Google Ads to get on p1 of Google.
  • Strategic Search Engine Optimisation including content generation.
  • Surveying and contacting current customers.
  • Evaluating pricing plans and WIIFM for customers.
  • Evaluating customer behaviour against lifetime value to create targeted messaging and promotions.
  • Prospecting new customers.

What was the ground work?

Customer behaviour vs spend analysis was carried out to understand the benefits (WIIFM) customers received based on their package and interaction with the platform. This formed an understanding of customer behaviour and the behaviours of the most successful B2B customers that where using the platform. 

 

The development of a dashboard provided live data on customer spending behaviours. This enabled us to have greater visibility of the nuances of our current revenues vs previous revenues, and quickly identify the causes of any changes in revenue.

 

Market research on customers, competitors, emerging technologies, and market fluctuations enabled us to refine our positioning and messaging. It enabled us to establish the most appropriate routes to market and points of contact with customers. 

Outcomes

What happened in the first 2 months
after the launch of the above efforts?

Following the launch of the above activity, we can show a 29 day comparison from Jan to Feb 2024, we saw the following changes:

  • 88% rise in traffic (shown below)
  • 84% rise in engagement
  • 9% rise in monetary transitions
The above shows growth in web visit for the Indian platform over the 2 months following the launch of the campaign in Bangalore

Client Quotes

Working with Issy has been extremely valuable to our business. Her in-depth knowledge of sales and marketing, and a calm and collected approach to problem solving, has helped us to highlight and prioritise growth opportunities in several sales channels, enabling us to develop a clearer sales strategy with measurable results. It is pleasure having her as part of our sales team.
Stu Winstone
Stu WinstoneCo-Founder
We brought Issy on board to support our go-to-market strategy, drawing on her deep experience in (software subscription) tech. She guided us through every phase - from client research to content creation, graphic design, message testing, and ultimately our website relaunch and marketing automation. Her great project management kept everything running smoothly, while her friendly, collaborative style made what could have been a tough change process actually enjoyable and productive.
Mark Rees Profile Pic
Mark ReesDirector

Digital Communications for Scale Ups, Start Ups, SME's and Innovative Product Launches

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Issy Nancarrow

Commercial Growth Specialist

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Case Studies