Cococart

YC21 | 2021 Product Hunt’s Golden Kitty eCommerce Product of the Year

Year: 2021-2023
City: Singapore / Philippines
Scope: Brand Identity • Social Media Strategy • Email Marketing • Paid Ads • Content Marketing
Partner: Design - Hayley Duszynski / Video - Hikaru Murakami

The Challenge

Working at an early-stage startup presents the unique paradox of having both nothing and everything simultaneously. On one hand, there's no established foundation; on the other, you have the opportunity to shape it as your own. I began in Business Development, but I quickly recognized the untapped potential within our social media accounts. Despite having 1,000 followers, the last post was a year old. Additionally, we had an outdated, non-SEO-optimized blog. I took on the challenge of revitalizing and integrating these components.

The Solution

The startup operates as a B2B SaaS e-commerce platform, targeting small business owners. I conducted research to identify topics likely to engage this audience, such as:

How-tos (e.g., shipping from various locations, creating a storefront)
Templates (e.g., content calendars, expense and product pricing calculators in Google Sheets)
Memes for adding humor, as running a business is inherently challenging

I also compiled a list of priorities for promoting the startup on social media and blogs, including:

New product features
Product education (usage tips and tricks)
Relevant company news
Employee highlights (showcasing engineers, customer service, etc.)

From this, I developed content pillars and a distribution strategy, along with a diagram to visually articulate my ideas.

This was the most efficient way to create content given that we barely had a marketing team. This took multiple trial and errors before this system is finalized. While it may be working for now, I foresee this strategy changing as the company grows.