Hello everyone! My name is Nazar Legeza, and for the past 6 years, I've been involved in user acquisition from META, Google, and TikTok for various products. My career began in marketing agencies, where I rose to become the Head of Media Buying over 4 years. Currently, I am working as a Marketing Manager at Wisey by Universe Group.
Today, I want to share the story of how our team of 7 specialists has found unit economics and built a business with a turnover of about $1 million in just a few months.
Why you shouldn't fear the changes or how Wisey began helping users improve their personal productivity.
Wisey was created in early 2022 as a platform for skill enhancement through quick lessons. At that time, the most popular course on the platform was "How To Learn." However, considering the market's oversaturation with similar platforms, the Wisey team has decided to change focus. Since the beginning of 2023, Wisey has been focused on helping users increase their personal productivity. This pivot led Wisey to acquire the look you see now.
Today, Wisey is an educational platform for enhancing users' personal productivity. Our platform helps users master effective time management strategies and organizational techniques for their workday. Additionally, it is aimed at developing personal growth skills, improving communication competence, and supporting collaboration in teams.
Who chooses our learning product?
Wisey brings together people from different walks of life, from professionals looking to increase their efficiency at work to students and entrepreneurs looking to unlock their potential. Our product helps anyone who dreams to achieve their goals and realize themselves.
We already have over 27 courses on the Wisey platform, developed in collaboration with experts from the University of Berkeley. Here are our 4 most popular courses:
Anti-procrastination
Critical thinking
Habit hacking
Time management
At the time of writing this article, our platform has already been used by over 70,000 students, and this number is constantly growing. The learning process is built on a personalized daily plan that, through short lessons, doesn't overload but ensures necessary regularity. Bite-size lessons simplify material assimilation, and interactive learning resources make this process more engaging. Spending just up to 15 minutes a day, users can master new mechanics, from rapid learning and material memorization to fighting procrastination and professional burnout. All material is presented in a convenient format of short videos, articles, and infographics, engaging different information perception types and improving memorization.
We continuously update our platform to ensure that our users don't stop trying to become more productive with Wisey.
Willing to Grow? Embrace Changes, or How We Have Found Unit Economics
The shift in Wisey's focus from a platform about "How to Learn" to a "personal productivity assistant" inevitably brought about new challenges. We needed to find ways to attract users in this new market segment. To address this issue, hypotheses were formulated in two key areas:
1 - Marketing: Who is our audience? How do we attract users effectively?
2 - Product: What monetization model is effective?
After running tests, we managed to gain valuable insights about our audience and launch a series of new initiatives. Accordingly, we changed marketing and certain product functions, so let's delve into these processes.
Marketing
Restructured campaigns. The new strategy was intended to switch to a new architecture of the advertising account, focusing on data grouping at the Ad sets level. We optimized and automated operational processes for creating new Ad sets and optimizing existing ones. Now, we interact more efficiently with the audience, precisely target advertising campaigns, and achieve better customer acquisition and retention results.
Creative testing. We’ve built a new framework for finding new creatives based on statistical approaches. This update has improved decision-making quality and reduced the cost of testing creative concepts. We gained the ability to react promptly to market changes. Overall, this allowed us to increase the volume and speed of testing.
The marketing changes have nearly halved the customer acquisition cost and initiated scaling in subsequent periods.
Product
We decided to review our subscription monetization model from trial to non-trial and launch an introductory offer for our users.
We have also expanded the platform's capabilities, allowing users to access various additional materials and resources. This gave users the opportunity to delve deeply into lessons and productivity issues. This new tool is also aimed at the personal and professional development of users.
The aforementioned changes allowed us to attract a more interested and relevant audience, which has positively impacted the product's LTV.
After implementing these changes in late August 2023, we’ve found unit economics and began an active scaling process. Today, we successfully work with several advertising platforms, enabling us to reach a larger audience and grow our business. We are also focused on developing new courses to meet users' needs for the most relevant knowledge and skills. Our team is constantly expanding, and we continue to attract talented professionals.
We believe that with our values, innovative approach, and dedicated team, we can achieve even greater heights and significantly impact people's lives.
In conclusion
As Jeff Bezos once noted: "Speed of change is the key to success in the modern world. Only those who are willing to adapt and constantly improve will survive and thrive in this competitive environment".
This approach is integrated into Wisey's work and has helped us quickly establish ourselves in a new market segment and begin scaling. As a result of new ideas and their rapid testing, we continue to find new opportunities for development and actively increase the number of students. In 2024, Wisey demonstrates high performance, with the company's revenue increasing by more than 40% in the first 3 months of the year and monthly growth exceeding 20%.
The people at Wisey are already a team of 11 specialists, creating a socially beneficial product. We believe that business growth is only possible with the growth of each team member, so we are constantly looking for new talented, and ambitious individuals who don't settle for the status quo and conquer new heights. We value a creative approach, unconventional thinking, and a desire for self-development. If you're ready for new challenges, want to create and influence people's lives, join our team!
Finally, I'll say this: as soon as you realize that what you do every day doesn't bring results, start changing it, and you'll be surprised where it will lead you!
