Phoenix51's Debut Year Surpassed £340k Milestone, Secured Full Funding in Groundbreaking Crowdfunding Pre-Campaign
"Lucy and the Scale Up team are core members of our team. They have restructured and transformed our marketing team and the results. Their depth of expertise in driving scale up growth has proven to be a high-yield investment into the future of Phoenix51.”
Lee McQueen, CEO and Co-Founder, Phoenix51
The Challenge
Phoenix51, a platform dedicated to fostering fairness in the workplace, faced the challenge of making a significant impact in its initial year of trading. Generating approximately £340k in ARR and gaining the attention of a single investor who fully funded the crowdfunding pre-campaign were significant but initial hurdles.
The Solution
Insights:
By introducing a consistent and iterative listening process and using frameworks such as Language Market Fit and Competitor Value Curve Analysis, we understood better how to motivate the target audience to take action and identify core shared competencies and key differentiators between the brand and their competition.
Marketing Strategy:
We worked with Phoenix51 to help restructure their internal marketing team & budget.We also focused on solidifying the engine of activity with the right core building blocks and interesting campaigns such as the Top 150 and Talent Waste podcast.
Advisory and ongoing part-time CMO:
From supporting funding rounds, hiring and investor and board meetings, this is a hands-on advisory position.
The Results
In their first year, Phoenix51's accomplishments were significant.
They managed to generate £340k in ARR and secured a successful direct and social crowdfunding pre-campaign, attracting a single investor who fully backed their raise.
These milestones have been instrumental in laying the groundwork for Phoenix51's presence and funding in the competitive market.