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Born.com Growth
Proposal
Presented by GrowthHakka

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Digital Marketing Audit
(Based on secondary data available)

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Born.com: Website Performance
Competitor Global Rank
UK
Rank
Estimated
Visits
Avg
Time on site
Page
views
Bounce
rate
WeFund 2,207,126 248,207 9,000 0:47 2.09 63.11%
ArtFund 115,006 7,630 200,000 7:30 6.41 54.47%
Royal Academy 98,955 7,468 300,000 4:48 4.13 50.50%
Hatch Fund 480,769 145,985 55,000 1:50 2.37 67.32%
Art quest 431,355 42,462 65,000 2:16 2.44 65.66%
Born 843,174 141,084 30,000 1:22 2.3 63.89%
Recommendations:
 Continuously test & optimize website for users.
 Enhance user engagement with CTA’s.
Adopt always on Brand Building Campaign’s.
Automate the process of user engagement with Marketing Automation.
Enhance user engagement with own digital channels with ‘Always on Content’ distribution.
Enhance social media engagement with exclusive ‘Digital Activation’ campaigns.
Build and engage with target audience by using ‘Referral Networks’.

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Born.com: Country wise traffic
33%
28%
9%
6%
3%
21% UK
US
Germany
France
Turkey
Others
Recommendations:
 Identify the major funding countries and promote.
Convert prospects into qualified leads through Marketing Automation.
Adopt always on & campaign driven Social & Display campaigns

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Born.com: Competition Trends
Competitor Direct Referral Search Paid Social Mail Display
WeFund 12.37% 16.74% 43.21% 0% 14.99% 2.68% 0%
ArtFund 25.21% 14.87% 32.77% 10% 8.63% 4.97% 0.68%
Royal Academy 25.04% 17.82% 34.00% 12.88% 8.97% 1.68% 0.26%
Hatch Fund 32.49% 15.17% 34.56% 12.24% 15.89% 0.52% 1.37%
Art quest 21.54% 12.50% 63.64% 0.00% 1.42% 0.90% 0.00%
Born 48.33% 26.85% 15.70% 1.00% 7.57% 1.18% 0%
Recommendations:
 Enhance ‘Brand Recall Value’ with exclusive strategic ‘Display & Social Campaigns’.
 Enhance Organic Reach by Focusing on ‘Generic’ & ‘Brand’ keywords
 Enhance user engagement with ‘Always On Content’, distribution.
 Adopt always on competitive positioning paid campaign followed by Brand.
 Engage & convert prospects into qualified lead through Marketing Automation.

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Solution: Our proposal

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Growth Strategy Framework
Goal
Presence
Influence
Sentiment
Virality
Platform
Search Media
Bought Media
Social Media
Mobile Media
Own Media
Launch
Story
Web
Apps
Communities
Engage
Engagement
Timeline
Seeding /
Blogger
Outreach
Evangelizing
/ Thought
Leadership
Consistency
Evaluate
Matrices
Measure
Feedback
Loop
Tweak

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Our Approach to the Growth Framework –
9 areas of Focus
Product Marketing
Data
Technology
Stack
Growth
Hacking
A/B
Testing
Automation
UI / UX
optimisation for
Virality
Real-
Time
Selection

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Igniting born.com Brand – Duration
Phase 1: Digital exposure
 Search (SEO)
 Content Generation
(Existing website content,
Case Studies)
 Content Distribution
(Email, Influencers, PR).
Phase 3: Ongoing Marketing:
 Search (SEO, SEM*)
 Content Generation(Blog, White
Papers, Case Studies)
 Content Distribution (Social, Email,
Influencers, PR)
 Re-targeting*
 Conversion Optimization
 Social channel maintenance
(LinkedIn, Twitter, YouTube)
 Referral Network
* Budget dependent
Duration: 2 months Duration: Ongoing
Phase 2: Digital Revamp
 Website revamp (if any)
 Search (SEO, SEM*)
 Newsletter setup
 Tools setup
 Marketing Automation setup
 Goal setting and action plan
 Social revamp (LinkedIn,
Twitter, YouTube)
Duration: 1 month

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Igniting born.com Brand – Resources
Phase 1: Digital exposure
 Search (SEO)
 Content Generation
(Existing website content,
Case Studies)
 Content Distribution
(Email, Influencers, PR).
Phase 3: Ongoing Marketing:
 Search (SEO, SEM*)
 Content Generation(Blog, White
Papers, Case Studies)
 Content Distribution (Social, Email,
Influencers, PR)
 Re-targeting*
 Conversion Optimization
 Social channel maintenance
(LinkedIn, Twitter, YouTube)
 Referral Network
* Budget dependent
1 Search Analyst– Fulltime
1 Content writer – Fulltime
1 Account manager – 0.5
Phase 2: Digital Revamp
 Website revamp (if any)
 Search (SEO, SEM*)
 Newsletter setup
 Tools setup
 Marketing Automation setup
 Goal setting and action plan
 Social revamp (LinkedIn,
Twitter, YouTube)
1 Search Analyst– Fulltime
1 Content writer – Fulltime
1 marketing automation expert –
0.5
1 Account manager – 0.5
1 Search Analyst– Fulltime
1 Content writer – Fulltime
1 Media planner & data analyst – 0.5
1 Account manager – 0.5

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Igniting born.com Brand – Cost
Phase 1: Digital exposure
 Search (SEO)
 Content Generation
(Existing website content,
Case Studies)
 Content Distribution
(Email, Influencers, PR).
Phase 3: Ongoing Marketing:
 Search (SEO, SEM*)
 Content Generation(Blog, White
Papers, Case Studies)
 Content Distribution (Social, Email,
Influencers, PR)
 Re-targeting*
 Conversion Optimization
 Social channel maintenance
(LinkedIn, Twitter, YouTube)
 Referral Network
* Budget dependent
Cost: 2,000 Pounds
Phase 2: Digital Revamp
 Website revamp (if any)
 Search (SEO, SEM*)
 Newsletter setup
 Tools setup
 Marketing Automation setup
 Goal setting and action plan
 Social revamp (LinkedIn,
Twitter, YouTube)
Cost: 3,000 Pounds Cost: 3,000 Pounds

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Sample Plan of Action
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
Identify SEO keywords
Content optimization
Technical optimization
Off-page optimization
Finalize SEM budget
Setup Adwords account
Identify SEM keywords
Agree on bidding strategy
Create AdText
Run SEM
Participating in groups
Inviting guest bloggers
Identify referral sites
Build referral traffic
Create PR calendar
Run PR (as per calendar)
Blog Setup
Campaign Structure Setup
Lead Scoring Setup
Data Management Process Setup
Web Forms Setup
Reporting Process Setup
Marketing Automation
MAY JUNE JULY
Search
Social Communities
Website
born.com - Plan of Action
Note: All activities are tentative and will change based on client’s inputs.

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Our experience in crowd-funding
 Client name: www.beehives.in
 Location: India
 Product: Platform for Equity and charity funding for startup’s, films, social
causes
 Our services: Full service digital marketing agency for more than 1 year
 Results:
 Launched the brand with an offline promotional event primarily driven by digital
 Helped to raise funds for nearly 8 startups, 2 films and 20 social causes in a span of
6 months
 Revamped the website design for better user experience

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Proposed Marketing Activities

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Search
Get found at the right time by the right people
SEM
SEO

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Content Generation
Drive relevant traffic to your website with
relevant content

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Content Distribution
Let customers know that you are a thought
leader

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Sales Enablement
Get more qualified leads

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Re-targeting
Follow your customers wherever they go
Re-target your
website visitors
even after they
leave your site.

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Conversion Optimization
Continuous testing to identify the best
solution

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Who are we?
 Growth Hakka is a growth hacking consultancy based in London, UK. We are a team of colleagues who previously worked together in
the corporate world working for the likes of Intel, Virgin Media, Nokia, Accenture and more. We are experienced in conceptualizing
successful, data-driven, growth-oriented digital marketing and growth hacking campaigns for start-ups, bootstrapping firms, small
businesses and larger clients. Bringing enterprise level marketing skills to entrepreneur level firms and making them successful.
 Our raison d’etre revolves around the principle of growth hacking. What is growth hacking? The term originated in Silicon Valley and in
its essence it’s the idea that an entrepreneur or organisation can take a non-traditional approach to increasing the growth
rate/adoption of their product by “hacking” something together specifically for growth purposes. Its more about achieving an
objective rather than following a prescribed process. Its about the intersection between Marketing, Product, Technology, Data and
even HR, Finance and other departments.
 Its about rapid exponential and viral growth. Its about testing and learning i.e. Hypothesis-Experiment-Learn-Implement and then
repeating over and over. That is, hard-core data analysis of user experience and conversion. In general Growth Hacking has been used
for technology products and software. There is a big focus on code and many “Growth Hackers” are coders. Growth hackers are a
unique hybrid of coder and marketer. But the principles of Growth Hacking can be applied to any business that has customers,
consumers, users, and fans.
 Whether you want more people to download your mobile app or follow you on Twitter or use your software, a growth strategy can be
applied and executed. To clarify, wherever you want more ACTIVE USERS, a growth hacking stratagem will ensure achievement of that
goal rapidly. Successful “growth hacks” can make a certain company/brand/product extremely popular practically overnight. Our goal
as growth hackers is to build a self-perpetuating marketing machine that reaches millions by it’s self.

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Thank you