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Building & scaling non-digital user acquisition
The pre-series A funded edtech startup aims to improve English language skills for children aged 6 to 12. Initially operating through schools with a B2B distribution model, the company shifted to a B2C online, teacher-led platform during the pandemic and invested in social media advertising. To reduce social media spending and drive growth, the company sought to generate leads at less than ₹100 per lead and brought on Sudhanshu to build this channel from scratch.
The process
Sudhanshu implemented a B2B2C strategy, establishing a network of 150+ affiliate partners within three months by onboarding anyone connected to schools. Affiliates were incentivized based on their efforts & results. Marketing automation was established to support the process. A WhatsApp Business Account and other automations were set up to spread awareness among schools, corporates & parents to encourage them to invite their students/children for a free workshop. The affiliates further used this awareness to persuade schools to recommend the company's classes to their students.
The Actions
The company leveraged underutilized resources to create a value proposition for schools and affiliates. The team experimented with different models like the reseller and distributor models and later launched the community-led model, Club 1BR. The marketing team focused on community engagement while the channel team built a community of schools and school leaders. This led to over 1,200 schools being onboarded with over 100,000 students within three months.
The Outcome
50,000
Market Qualified Leads
16
ROAS
As schools began to reopen physically, the company conducted another experiment by delivering live classes in Hybrid mode to a group of 50 students simultaneously. This was a successful endeavor, leading to the development of another business model that was later adopted to drive growth. Within the one-year association, more than 50,000 market-qualified leads were generated, which contributed 25% of the overall revenue of the company. The return on ad spend (ROAS) was 16 on the first revenue, which exceeded expectations and made the project a great success by being the only profitable vertical for new user acquisition in the organisation.