We helped conceive Farber Tax Solutions and then built the business model, brand, marketing infrastructure and customer acquisition strategy required to bring the new company to market. Farber Tax Solutions began with a business opportunity we identified and brought forward. From there, our role extended far beyond traditional marketing. We helped shape the business model, develop the infrastructure required to launch, build the team and create the complete marketing engine responsible for bringing customers into the new company.
The mandate extended far beyond marketing
Challenges
Creating demand for a completely new business
There was no established Farber Tax Solutions brand, customer base or mature digital footprint to build upon. The business needed to be positioned, launched and introduced to the market while simultaneously creating the infrastructure required to convert demand into paying customers.
We approached the challenge as a complete go-to-market initiative. The website and SEO established the digital foundation, while social media, radio and television expanded market visibility. Each channel supported the same business model and customer acquisition objective rather than operating as an independent marketing tactic.
Building the operation behind the marketing
Generating demand for a new business only works if the organization can successfully receive, convert and service that demand.
Our role therefore went beyond customer acquisition. We helped establish service agreements and supported the interviewing and hiring process so the operational side of the business could grow alongside marketing.
This created a much more complete engagement in which strategy, marketing and operational requirements were developed around the same growth objective.
Building business from the ground up
Farber Tax Solutions demonstrates what can happen when business strategy, marketing, operations and customer acquisition are developed around one commercial objective from the beginning.
The engagement started before there was an established marketing program to optimize. Pulsion identified the opportunity that ultimately inspired Farber Tax Solutions and helped develop the business model required to turn that opportunity into an operating company.
From there, we helped build the infrastructure around it. We created the website and SEO foundation, developed the marketing strategy and executed across social media, radio and television. Instead of depending on one acquisition channel, the business launched with a coordinated approach designed to create awareness and generate customers.
Our involvement also extended directly into operations. We helped formulate service agreements and participated in interviewing and hiring the people required to support the business as it grew.
This meant marketing was not being developed independently from the business receiving the demand. Customer acquisition, service delivery and growth were considered together.
By the end of the first year, Farber Tax Solutions was generating approximately $600,000 in revenue.
The business continues operating today and has grown to a team of more than 10 tax professionals and lawyers.
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Business strategy
Turn the opportunity into a business: Helped develop the original concept and business model, translating an identified market opportunity into a viable new operating company.
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Digital foundation
Build the customer acquisition engine: Created the website and digital marketing foundation, including SEO and the online infrastructure required to generate customer demand.
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Integrated marketing
Take the brand to market: Developed and executed marketing across digital, social media, radio and television to rapidly build awareness and customer acquisition.
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Business operations
Build beyond marketing: Developed service agreements and supported interviewing and hiring to help establish the operational team required to serve incoming customers.
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REACH OUT TO SALESResults
- $600k approximate revenue by the end of year one.
- New business conceived and built from the ground up.
- Integrated launch across web, SEO, social, radio and television.
- Full infrastructure from marketing through service agreements and hiring.
- 10+ professionals tax professionals and lawyers on the team today