The Goal
Revenued wanted a data-driven approach to uncover new growth and revenue opportunities.
More specifically, they wanted to know:
- Who would be their best target segments to focus on?
- What would be the best channels to target them?
- What messaging would resonate?
The Process
For qualitative insights, I conducted ICP interviews with 3 main segments: Revenued’s current customers, current applicants, and accepted applicants who had declined offers.
I also conducted a quantitative analysis of Revenued’s customer base, examining data such as the size of each niche, average funding amount, LTV, and credit score.
The Results
Below are some of the top findings from the ICP research.
1. Identified the highest LTV niches
Revenued was able to pinpoint several highly profitable industries to help focus their marketing efforts, and also identified and ranked the lesser profitable industries.
2. Identified an opportunity for influencer marketing
During interviews, I identified that many users adopted solutions like Revenued through word of mouth, or through hearing about it through coaches and influencer marketing.
This opened up influencer marketing as a potential growth marketing channel to experiment with. Working with the Revenued team, we have since begun testing to see if this could be a profitable process that could be scaled, with promising early results.
Through the interviews, Revenued also identified the key social media platforms to target their most profitable customer segments, and pinpointed the specific influencers their audience trusted.
3. Provided clarity on Revenued’s messaging strategy
Analysing the current customer base revealed that 1 in 5 current users had surprisingly good (and even high!) credit scores. This insight opened up new opportunities for messaging and positioning to different target segments.
Furthermore, the interviews and customer research revealed opportunities to further explain and educate how Revenued differentiates itself from competitors through its revenue-based financing methods.
