May 6

Scale-up: From In-person delivery to SaaS subscription business model

Case Study, Marketing


Mojo Fitness is an established real-world business, with plans to move online with a new SaaS offering. But how do you take what works in-person and make it into a viable digital venture, complete with a subscription-based recurring revenue model?

That was exactly the challenge facing Mojo earlier this year before they started working with CubeSocial.

Mojo had been established 9 years, delivering in-person fitness classes in Philadelphia, USA.  In 2016 they began building an online SaaS platform to enable their fitness program to be accessed globally.

By 2018, Mojo had hundreds of fitness videos online, all available for instant streaming.  The challenge was marketing that offering, generating leads and converting them into new customers.

Early Struggles: ‘Likes’ and ‘Follows’ don’t increase sales

Like many new business ventures, early sales of Mojo’s online service came from existing real-world customers plus referrals via family and friends.

These early subscribers established that the product was viable and provided customers with real value.

The bigger challenge was now to scale the service beyond this group, and bring in brand new customers who had never heard of Mojo before.  To do that Mojo turned to Facebook and Instagram advertising.

The Mojo team created relevant, engaging social media content that was boosted through paid promotions. They experimented with interest and location-based targeting and were rewarded with many likes, comments and follows.

But sales didn’t seem to follow and the Mojo team were beginning to doubt whether their online business was a viable proposition after all.

That’s when they discovered CubeSocial.

A Strategic Partnership

Mojo came to CubeSocial through a personal recommendation.

However, as a small business with a limited budget, they had some reservations about investing more money in managing their digital marketing campaigns.

After discussing their objectives with us, we agreed a results-based payment schedule that aligned Mojo’s goals with CubeSocial’s goals. A true strategic partnership.

Upon taking on the account, we focussed on improving the targeting of Mojo’s ads, refining the offer and improving the call-to-action.

The biggest successes have come through the elimination of wasted ad spend, with impressions down 45%, but CTR up 870%, and as a result increased sales – up 160%.

The campaign to-date has generated a whopping 7.3x return on ad spend.

In other words, for every £1 spent on advertising, £7.30 is generated in sales.

If you’re a startup or scale-up looking to reach new customers for your product or service, contact us for a no-obligation free strategy call.

And we really mean that.  No sales. All value. Tell us about your business and your aims, and we’ll advise you on the best approach to get where you want to be. Quickly.

About the author 

Mark Bower

Co-founder of Basingstoke startup @CubeSocial. Windows Azure developer, some-time blogger, social media geek & northerner down south. Google Profile

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