BUSINESS DEVELOPMENT AND b2b STRATEGY FOR A SOFTWARE AS A SERVICE WEDDING website buildER
A product is only as strong as the user adoption. Our challenge was finding a way to create new habits among the users about using digital alternatives in organising their special day. For this purpose we needed to gain key customer insights which would enable us to define the strategy and develop creative ways in promoting an open mindset. It was also necessary to create a B2B strategy, aimed at creating a network of collaborators which would help bring the service closer to the target audience.
Jas i Ti (Me and You) is a Macedonian digital platform that helps newlyweds manage their wedding invitations and other guest-related activities with ease. Users can create a personalised website for their wedding, and utilise features such as a guest calculator, navigation to the location of the wedding, and sharing photos after the event. They can enjoy the benefits of this cost-effective new way of doing things and save time and effort in the process.
GOALS AND OBJECTIVES
Ø Define target audience and market position
Ø Create strategy for product development and market recognition
Ø Gain market insights for potential collaborators and B2B potential of the product
Ø Test and iterate several unique approaches to enhance product and brand awareness
PROCESS AND INSIGHTS
Our first step was understanding what obstacles Jas i Ti needed to overcome. Through market research, we determined that we first needed to focus on creating the demand, because our target audience was tied to the traditional ways, and wouldn’t likely try something new and unfamiliar.
Following that, we created and tested multiple approaches for increasing brand recognition and bringing the product closer to its potential customers. One of the ways of achieving this was through the network of B2B collaborators. Furthermore, we developed a strategy for expanding the product’s reach by co-creating the course of its future development and defined the specific campaigns for boosting both awareness and engagement of the clients.
Over just a few months of working with Jas i Ti, we enhanced the product and brand awareness and initiated a network of collaborators. Through feedback, we gained major insights into the market needs and we determined the market positioning. We also defined the course of action for further product development and started executing the B2B strategy.