Channels

In general we should aim to “own our customers”, when you are reliant on third parties to access customers, it is usually more expensive, and you run into “platform risks”:

1. Email list is very inexpensive to send to, you “own it”
2. Reaching people on FB is hard organic, meta owns the platform and will push you to do ads to reach customers
3. groups on FB is something you “own”, but still runs into the risk of FB making it harder to reach people without paying
4. Organic Google/Bing is the “cheapest” after the initial work, but still maintenance required to keep you position.

The general idea is to prefer, or at least think about the risk each platform has.

Email

• For campaigns we can sync to Shopify and use Shopify email for free up to a certain limit Since we’re on Shopify plus we can make some extension stores for free and use for email/CRM as a hack. Otherwise Klaviyo is pretty good as well. Building our own email marketing system would also be a bit interesting, can keep back of mind and could be a potential upsell to our B2B customers.

Google search & Bing

• Make sure we use manager accounts, easier to share access with team members
• Use Google ads editor for managing campaigns, much more efficient than Web UI
• Conversion tracking, with reasonable goals have to be setup
• Extremely important to monitor conversion rate for different goals. The higher our conversion rate, the more we can bid
• Need to register + setup sitemaps on Google search console + Bing webmaster: https://search.google.com/search-console/performance/search-analytics Once accounts are added to Google search console, they can simply be imported to Bing: https://www.bing.com/webmasters/sitemaps
• SEO is SUPER important, both B2B and B2C, we build our marketing/SEO/Blog sites using Hugo static site generator. Hosted on cloudflare pages.
• We need to think locally: local domains and language for countries we target, at least B2C.

Meta

• Need FB & instagram accounts
• Paid social on Meta, probably most relevant for B2C products
• On FB, different “accounting help” groups can be relevant for marketing, even starting our own to give “free help” could be interesting

Tiktok

• Need tiktok, organic + influencer can give great reach on B2C products
• Even some B2B might be relevant organic, but I don’t think paid B2B ads is good on tiktok for accounting market

Snap

• Most relevant for B2C products, at least for paid social
• Can still be relevant for influencers + organic

Direct sales

• Direct sales like calling, reach out on email etc. is relevant only for B2B, high value businesses for our accounting systems for example.

Affiliate marketing

• Might be relevant B2B and B2C: “get 3 free months for referral that ends in conversion” “share on social media for one month access”

B2B partnerships

• Accounting firms for ReAI
• For Eteo, it depends upon quiz type, for car theory, driving shools. But for other quiz types, we have to ask “who is in contact with our customers?”

Word of mouth

We should of course try to have excellent systems + customer service so people spread the word.

Plan

• Setup google ads
• Setup ads on App store and play store: the quiz apps are simple enough that people can convert via this. This would not make sense for more complicated B2B apps like ReAI.
• Create “immense” amounts of free content for getting organic traffic
• Create accounts on all social media and start posting. Maybe making something like buffer.com to post at several places at the same time.
• Find some good local influencers and make content we can use both for direct conversion, but also “social proof”, ref. the below example landing pages. This can also be relevant B2B, there are many “business influencers”
• Ideally we should be able to build our own channels so we are not too reliant on paying influencers for content Sora 2 and other video and image generators is something we should try to leverage.
• Perfect our landing pages https://teorikortet.dk - a good example for danish driving tests https://jegerappen.no - good example of norwegian hunting test https://numina.tech - danish accounting system https://fiken.no - norwegian accounting system
• For B2B we should think about email outreach
• For B2C we should think about upsell by quiz type. For example people who takes the car test, might want to also get the boat certificate. It is good to inform the customer we also offer other quiz types. Standardised email “flows”, might work here.

Final Conversion (end of funnel)

The end of funnel is very different B2B and B2C.

• For B2B there is a huge job of onboarding larger customers that already are on another system, we need to probably make integrations / support for importing data from other systems
• For B2C, in the quiz case, it is simply getting them to purchase access once

Note that the potential lifetime value of a B2B customer is much larger than B2C, so we can use more money to convert one customer, and more time onboarding them.

Eteo

The market

Eteo is a B2C learning platform. We only focus on quizzes that already has a known market.

For example we know thousands of people pay for access to quizzes related to car/vehicle theory, because most countries in Europe has mandatory exams. The same applies to certificate to use boat, doing hunting etc.

The market is every person that needs to pass some kind of mandatory exam. Currently the website has:

• Vehicle types like car, motorcycle etc. for Norway
• working on boat exam
• working on hunter exam
• working on car, motorcycle for Denmark

The market cap in Norway only for vehicle types is close to 15 million USD.

Obviously the market cap worldwide is gigantic.

Future exams:

• Vehicle types in all countries, focus on countries with large market cap. Before going into a country we should seek information to see that a large commercial player is already established. Then we know that our only job is to win market share, not validate a market
• Citizenship exams. Many countries have exams related to citizenships For example Norway: https://prove.hkdir.no/statsborgerprove
• Boat, hunting and other things that requires certificates
• hunter exam

ReAI

The market

ReAI is an accounting platform. We will first focus on Norway & Denmark, but primarily Norway. We will try to build the system so that it can be used in multiple countries, similar to Xero.

In the start, we can consider the market all businesses in Norway and Denmark, but we have to think about what kind of businesses to target first, depending upon both size and industry.

• E-commerce businesses onboarded we should have good integration with Shopify.
• Physical stores must have a POS (point of sale), for example.