M&P Formazione | Ichimokers ⛩

From a small project to a business leader in financial and forex trading education for Millenials and Gen Z.

The Problem

“Francesco, we are stuck! We can’t get passed the 50 student per month in our membership”

“Do you run ads, or do you have something that gets you some leads?”

“Nope”

“That’s why you’re not growing.”

The project revolved around a monthly membership subscription priced at 69€ per month. It included a 15-chapter video course, two weekly live webinars for discussing financial markets and trades, and a community hosted on Slack, covering various financial topics. With almost two years of activity, the project counted 50 paying costumers and a not so bad following through YouTube and Instagram.

In this project, I oversaw branding elements such as website design, landing pages, color selection, fonts, and tone of voice. Additionally, I crafted the marketing strategy, including content marketing, advertising, pricing, copywriting, and customer retention processes.

The Validation

October 2019. After a few months of researching and creating, we finally have a strategy. And we run ads. The creatives led the user to a free webinar with an offer to join the community, followed by an email sequence.

The campaign was well received and the following month we duobled it down with the Black Friday offer. Pretty obvious to say that the 100 members mark was checked off the list by the end of 2019.

Careful Rebranding

In 2020 we took a decisive turn.
Updating our pricing from 69€/month to 300€/3months.

We redesigned the website and the logo, while refining the copy and tone of voice across our pages.

During 2020 we managed this transition successfully, gaining a leading position in the market.

2020 was a year of growth and lead generation campaigns of every kind were created. From quizzes to freebies and seasonal offers.

We touched the 150 clients mark, acquired a total of 80 new members and we reached a LTV of 600€ per costumer.

Most importantly, the community was very healthy and trusted our product and us.

We spent 10k in marketing operations and closed our year with 120k in revenue.

In 2020 we updated our pricing from 69€/month to 300€/3months, check the 150 clients mark and acquired a total of new 80 costumers.

We redesigned the website and the logo, we created the brand identity of Ichimokers through copy and colors.

Scale Up

2021 marked significant milestones for us. We established a legal company and, more importantly, successfully reintroduced a major component of the project after a 12-month hiatus: Live Events. Throughout the year, we launched new digital products, organized daily live room sessions and a two-week stay in a villa in Sicily for trading and market study alongside our clients.

We successfully launched “Progetto Carriera”, a program designed to assist traders in accessing funds for their operations.

We ran YouTube Ads to cold traffic, achieving an average watch time of 58% for the main video. We ran retargeting ads on Facebook. The campaign went on for a total of one month, between pre-launch, launch and post-launch. As a result, we acquired 50 new customers, investing a total of 1500€ in ads and achieving an impressive ROI of 8,000€.

In the summer we successfully hosted a study-retreat in a private Villa in Sicily.

20 people came in for studying two weeks with us and engaging in lively discussions about financial markets, enjoying good times.

The event was exclusively available to our clients, and all spots were quickly sold out. The event received positive feedback, and it proved to be an excellent product. Our clients thoroughly appreciated the experience we provided.

Some of the Campaigns and Creatives

Black Friday 2021 Social Media Calendar

Progetto Carriera YouTube Campaign

Video Lessons Logo Opener

Progetto Carriera Launch Video

Although I am no longer involved, this project continues to thrive today. It provided me with an invaluable opportunity to experiment and unleash my creativity during a crucial period of skill acquisition.

I effectively managed a monthly budget of up to 2.000€ and crafted different ad sets between Facebook and Google. Additionally, I implemented automated email sequences, consistently achieving open rates above 30% and conversion rates ranging from 2% to 3%.

I experimented with analysis tool such as Google Analytics and Hotjar, created products using Zapier, Teachable and other CMS.

From 2019 to 2021 we launched 3 products, executed a rebranding and reached our goal of hosting a vacation with our clients to strenghten the community and trade markets together.

Throughout this journey, our total marketing budget spent has been around 30.000€, with gross revenue surpassing 300.000€.