Business Club Varna2 years, 140+ members, zero ad spend
Business development worth the customers.
Before you spend more on getting attention, it is worth knowing which customers, offers and channels actually pay. We work from the numbers you already have, help you understand your customer, build your unique selling proposition and position yourself in your niche.
Why start with the business, not the ads.
Business development here means the commercial side of marketing: which customers are worth having, what they cost to win, and whether the offer is built so the right ones say yes. It is the work that decides whether spending on ads is a good idea at all.
Revenue analysis: where the money actually comes from
Lead cost analysis across every channel you run
Customer segments ranked by what they are worth
Positioning that separates you from the firms next to you
An offer built for the right customers to say yes
Unit economics you can plan a budget on
A written plan of what to do first, what it costs and what to measure
The same team then builds and runs it
The 4 questions we answer first.
Everything else in marketing depends on these. Most businesses have a feeling about each one; we replace the feeling with a number.
01Which customers actually pay?Revenue by segment, not by volume. The customers who fill the pipeline are often not the ones who fill the bank account.
02What does a customer cost to win?Lead cost by channel, close rate by segment, and the real acquisition cost that comes out of those 2.
03Is the offer built for them?Pricing, packaging and positioning checked against the customers worth having, not against the competitors next door.
04What is worth building next?A ranked list of what to do, in the order of what it returns, with what each step costs and what it should move.
What the work looks like.
01
Numbers in
Sales, leads, spend and pricing as they are. Tidy is not required; part of the job is making them usable.
02
Analysis
Revenue and lead cost by segment and channel, unit economics, and where the current offer loses the right customers.
03
Positioning and offer
A unique selling proposition written from the analysis, and the offer adjusted so the right customers say yes.
04
Plan, then build
A written plan of what to do first, what it costs and what to measure. If you want, the same team builds it.
Signs the problem is upstream of the ads.
These are the symptoms that no amount of campaign tuning will fix, because the question is who you are selling to and what.
Leads come in, but the ones who close are a small, unpredictable share
Every price conversation ends in a discount
You compete on the same terms as the firm next door
Nobody can say what a customer costs to acquire
The offer has grown by accretion: everything for everyone
Growth stalled 2 years ago and the marketing budget went up anyway
Customers you want are not the ones the marketing attracts
2 agencies have been through and the number did not move
Who this is for.
Trust-driven service businesses, usually spending a few hundred to a few thousand a month on marketing, that want the spending to rest on a number rather than a feeling.
Professional services
Law practices, notaries, accountants, advisors: businesses where the customer is buying judgement and needs to trust it first.
Healthcare and education
Clinics, schools, training providers: long consideration, high value per customer, and rules about what can be said.
Technical and specialist firms
Cybersecurity, engineering, real estate: a small number of the right customers is worth more than volume.
Our working process
01
Free consultation
We talk about what you sell, what is not working, and agree what is in scope.
02
Strategy
We write the plan. What to do first, what it costs, and what we will measure.
03
Implementation
We build it. Website, ads, tracking, and whatever else the plan needs.
04
Monthly KPI reviews
Every month we go through the numbers with you, drop what is not working, and adjust.
What we need from you.
The slow part of any engagement is almost never our work; it is waiting on access and decisions. The plan says up front what we need and when.
Sales, leads, spend and pricing for the last 12 months, as they are
An hour with the person who knows why customers say yes and why they say no
Access to analytics and the CRM, read-only is enough
Someone who can make decisions about the offer
Patience for the analysis before the recommendations
In-house, an agency, or us.
Most businesses this size have 3 options. They are not the same job.
In-house hire
Typical agency
Vaakrasa
Who does the work
One generalist, learning on your budget
A team you never meet, via an account manager
5 specialists, and the person on the call does the work
Where it starts
With whatever the hire knows best
With the channel the agency sells
With your numbers, before any channel is chosen
Cost
A salary plus tools, whether or not it works
A retainer, often a percentage of spend
A fixed figure in writing, no percentage of spend
Reporting
Whatever they build
A monthly deck
A live dashboard, the same numbers we see
If it is not working
Hard to know until the year is over
Hard to hear from the people being paid
You hear it from us, with the data
How pricing works.
You get a fixed figure in writing after the free consultation, once we know how much of the picture already exists in your numbers. If the honest answer after the first call is that you do not need this yet, you will hear that instead of a quote.
A fixed project fee for the analysis, positioning and plan
Ongoing work, if any, quoted separately and only if it is worth it
No retainer you did not ask for
The findings are yours whether or not we do the work that follows
Frequently asked questions.
It depends on how much of the picture already exists in your numbers. You get a fixed figure in writing after the free consultation, once we know the scope.
Access to the numbers you already have: sales, leads, spend, pricing. It does not need to be tidy. If some of it does not exist yet, part of the work is setting up a way to collect it.
No. Most of our clients spend a few hundred to a few thousand a month on marketing. At that size, knowing which customers pay matters more, not less.
A written read of where the money is, where it leaks and what is worth building next, in the order of what it costs you. Then, if you want, we build it.
A consultation is one conversation about the whole business. Business development is the ongoing work that follows: the analysis, the positioning and the offer, done with you over weeks rather than in an hour.
Client testimonials.
All of these recommendations come from businesses who value our insight, our understanding of their business and a long-term strategy built together. We do our best to act on data and research before changing anything in a marketing strategy.
"The dashboard is the part we did not know we needed. We stopped asking what was being worked on, because we could simply look."
"Their knowledge of the market saved us months of guessing. We came in with questions and left with a plan we actually understood."
"We had 3 freelancers and nobody accountable. Now there is a team that explains what it is doing and why it is doing it."
Our other services
Web development
Our websites are built all around your customers' decision making, and the best practices for SEO and conversion optimization.
- WordPress
- UI/UX
- Landing pages
- GA4
- Copywriting
- Analytics
Digital ads
Channels managed by people who helped maintain 400+ ad accounts.
- Google Ads
- Meta Ads
- Creatives
- CPC optimization
- Analytics
Marketing optimization
Let us help you understand your funnels, your customers, what makes them buy, and gather the data to make the best decisions.
- GBP
- Branding
- Funnels
- SMM
- Email marketing
- Data
- & more
Consultations
Clear and concise conversations focused on what works, what does not, the opportunities, the research we have and your best options.
- Business review
- Revenue stream optimization
- Marketing audit
- Business strategy
Book a free consultation.
30 minutes, no deck and no obligation. Leave your name and a way to reach you, and we reply within 1 business day with a time to talk. You leave the call with the first 3 things we would fix.