Revolutionizing Artisan Product Sales through an Online Marketplace Launch
The Challenge
A start-up fueled by seed financing struggled to gain traction and faced rapid depletion of funds. The company needed to demonstrate a compelling growth trajectory to potential investors to secure additional funding and stay afloat.
The Approach
After revamping the business model, we developed the requirements and site structure to launch a new online marketplace. Collaborating closely with a design and development agency, we crafted a refreshed site that set a new industry standard for search functionality and eCommerce experience. We expanded the product categories and strategically integrated content marketing into the user shopping journey. Simultaneously, we spearheaded the development of a new admin platform and custom content management system (CMS) powered by a Software-as-a-Service (SaaS) infrastructure. This CMS facilitated seamless management of customer analytics and provided a self-service dashboard for merchants to track their performance.
In addition, we devised a unique approach to content marketing. By cross-merchandising expert advice and content from industry professionals with products in the marketplace, we created a margin-neutral content marketing strategy. This innovative approach not only increased the credibility of merchants but also generated PR impressions for industry professionals. Moreover, this strategy enhanced SEO organic site traffic, benefiting all participants.
The Result
The online marketplace launch, driven by our efforts in discovery, wireframe development, UX design, and MVP product launch, propelled the company toward success. The marketplace revolutionized how artisan products were sold and set a new industry benchmark for search and eCommerce experiences. The integrated content marketing strategy effectively leveraged the expertise of industry professionals, boosting credibility, increasing site traffic, and generating additional PR impressions. With the multi-year roadmaps and a unique content marketing publication, the company achieved sustained growth, attracted investors, and established itself as a leading player in the artisan product market.
