The Situation

BreakFee is a UK reputation platform for freelancers. When I first met the founders, it was a strong idea with nothing built around it. There was no brand or website yet.

I started out working with them as a client. It went well enough that I'm now one of BreakFee's co-founders and its CMO.

The Problem

Marketing couldn't start until the business itself was clear. Who exactly was it for, and what would they pay for? How was it different from the review sites freelancers already use?

Without those answers, any brand or website would have been a guess dressed up nicely.

What I Did

Strategy came first. Through a series of working sessions, I wrote the go-to-market plan, covering market sizing, the ideal customer, competitor analysis and the feature set. Then I designed the pricing model, a free tier to get freelancers on board with a paid tier above it.

With that settled, I built the brand identity and visual guidelines. Then the website and SEO setup, followed by email automation and an outreach system to bring in early users.

As co-founder, I've also written the board-level strategy documents and a copy bible so everyone describes BreakFee the same way.

The Outcome

The first landing page campaign brought in 30+ newsletter signups on day one. BreakFee now has 200+ pre-launch signups, a finished brand and a clear plan for turning those signups into paying users.