Elder was launched in October 2015 to provide carer services to families across the United Kingdom. Figuring out how to compete in an industry with established brands that have more resources (people & money) than us was our major challenge.
I worked with the founders of Elder at their last venture Mopp, which got bought in September 2014. They brought me back in as the problems and opportunities between Elder and Mopp are very similar. The founders knew I could run a profitable campaign on a lean budget.
We launched an AdWords account for Elder that targeted the United Kingdom. The startup was less than 2 weeks old on launch day. We managed their Google Analytics and data tracking across the company. We built a dashboard to help track KPIs and lead quality across the company.
Weekly meetings with the founders allowed us to use paid search to recruit carers to help build the two sided business. I ran their paid media until they could afford to bring in an in-house person full time.
I worked with the founders to understand who they felt their competitors were. We used that data to build out a competitor campaign around our offering. The data from the competitor campaign allowed us to build the rest of the AdWords account by understanding what ad copy was working, which we then deployed to the rest of the account.
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