$55k to $165k/month in 6 months.

EdTech online school for kids, age 6-12, programming and math. Russian market, post-COVID surge had cooled, monthly revenue plateaued at $55k. Acquisition was paid ads + organic referral, nothing else. Funnel was leaky everywhere.

Top-of-funnel cold traffic converted at 24% to free trial. Trial-to-paid 18%. Both numbers below industry median.

Came in as Head of Marketing. Two key bets:

Rebuilt the cold-traffic landing pages. Old pages led with online school for kids, new pages led with the specific outcome (your child writes their first program in 4 weeks or money back). 24% to 62% top-of-funnel conversion in two months.

Added a structured trial experience, not just watch a class for free. Restructured into a 7-day mini-course with daily progress emails to parents. Trial-to-paid went 18% to 41%.

$55k to $165k/month in 6 months. Top-of-funnel 24% to 62%. Trial-to-paid 18% to 41%. Same paid spend, 3x revenue. Profitable month 3 onwards.

Founder reinvested into product, hired a curriculum lead. School scaled to $400k/month over the next year on the same funnel architecture.

In EdTech, parent buyers want one thing: visible progress in their kid's learning. Selling lessons or school is selling the input. Selling your child writes a program in 4 weeks is selling the output, which is the buying decision.

Same applies to most B2B SaaS, by the way. People buy outcomes, they have to be tricked into looking at features. Most marketers get this backward.