Moonworkers: An inside look into one of our first clients go to market and its results
The Context
Moonworkers is an end-to-end HR software for production houses. Moonworkers makes movie and TV production easier by facilitating recruitment and payroll management for contractors and full-time employees.
The beauty of Moonworkers was also its curse: it has many features that are difficult to explain to a cold and unfamiliar audience to SaaS products. We needed to take customer education into account to plan our launch.
The Radar Chart
To best tackle its go-to-market, we guided Moonworkers on a path to refocus their value proposition towards small production houses, fed up with paying recruitment fees. These types of houses always hire a third-party company to manage their payroll and contract.
Producers couldn't care less about payroll management. Their main concern is to find the right talent to work on their picture. To generate interest, we'd decided to onboard and feature 500 talents that are tough to find (e.g. directors of photography, video editors, grip).
The map
So to begin with, we first narrowed their customer profiles and marketing messaging. It allowed us to locate the primary channel producers were using, Facebook groups. The parties involved were not happy with it.
So, we created a pool from an untapped channel in the industry: LinkedIn. It allowed us to tailor our messaging for each segment we were targeting. We were generating conversations at scale at the same time.
LinkedIn is not a channel that production houses are using. We contacted people via a medium that no one else was using through this channel
Once we developed this pool of talent, we partnered with them to build our respective brands. We made talent featuring on Moonworkers social accounts a key pillar early on.
The results
By creating interest with user-generated content, we were reinforcing our brand. By leveraging these proofs, we generated customer conversations at scale using outreach methods. Six months later, more than 75 production houses had joined the platform and are paving the way for enterprise-level growth, which is the current focus for Moonworkers.
Learnings
- Always try to find where your audience is currently. It is your best shot at unlocking growth quickly, as you will be the leader on that medium.
