How we’re helping Vapaus Bikes Finland to grow their business by building them a growth marketing strategy, clarifying and focusing their target audience, and executing marketing tactics based on the growth marketing strategy.
Vapaus offers a benefit bike service for employers. Through Vapaus, employees can get a quality bike at a lower price than on the market as well as a service package for maintenance. Companies get to support their employees’ well-being and help them to lower their carbon footprint.
Vapaus’ ultimate goal is nothing less than to be part of a global mobility revolution by providing sustainable mobility solutions that do not produce direct emissions. They want to benefit companies as well as employees – both at work and during their leisure time.
Our collaboration with Vapaus first began at the beginning of 2022 with monthly HubSpot support. We worked so well together that Vapaus wanted to expand our cooperation to marketing and sales. So we became their growth marketing partner early in the same year.
In the short time, we have worked together, we’ve built a rock-solid growth marketing strategy, refocused Vapaus’ ideal customer profile, clarified their offering and messaging, and begun to work in agile sprints.
Things that Vapaus needed support for:
Why they chose Advance B2B 🙏🏼:
Vapaus had been moving so fast as a company that they did not have an updated written business strategy when we started working together. Usually, we base our growth marketing strategy on the business strategy to ensure that we make sure that marketing is aligned with the business.
Despite this situation, the strategy process went smoothly thanks to a couple of things:
The entire strategy work went really smoothly. I was surprised by how quickly things progressed and strategy materials were delivered to us. It was all done in a couple of sprints. It was quick, comprehensive, and clear.”
Growth marketing strategy helped to refine parts of Vapaus' business strategy. The management team found new angles and ways of crystallizing the mission and vision as well as who the Vapaus clients are.
Growth marketing strategy helped to refine parts of Vapaus' business strategy. The management team found new angles and ways of crystallizing their mission and vision as well as who their clients are.
That has not always been the case. As a young start-up, funding is crucial at this stage of its growth. There have been moments when balancing funding and investing in marketing has meant tough decisions. But making them has also been educational for the company.
Here’s what I wish companies would understand: if your management is missing a person with a strong marketing background, marketing becomes the first thing to put on the cutting board in tough economic times. I do not recommend that to anyone. If you downgrade your marketing, your entire business suffers.”
As part of the growth marketing strategy process, we ran an ideal customer workshop, interviewed Vapaus’ best customers, and used the interview data to create an in-depth ideal customer profile (ICP) that can be used across the business.
The ICP workshop and customer research made Vapaus realize that its target audience had been too narrow. They had focused on cyclists that are passionate about biking, ride all year round and have the means and willingness to invest in expensive gear.
The research made them understand that the passionate cyclist group was a small portion of the market and that there is a wider untapped potential: everyday cyclists who enjoy biking but who don’t need to be spandex-wearing triathlons.
The customer research helped us to see the wider potential. It was also really well written out in the strategy. So well that we copied it straight to our new business strategy.”
Working in an agile model is not always easy to dive straight in. In Vapaus’ case, the 4-week sprints have helped their growth team find a structure for their work and they have adopted the sprint model in internal Growth work too. Vapaus has learned to:
As mentioned earlier, one of the reasons why Vapaus chose us as their partner was how well we worked together initially on HubSpot projects. This chemistry between us and the people at Vapaus has continued and even deepened along the way.
One of the secrets of working as a team comes from the fact that our clients get a team of marketers who all have their expertise and roles but are not tied by those roles. No matter the role, everyone in the team can voice their opinions and challenge the opinions of others.
“As the only marketer at Vapaus, I feel that AB2B is my team. They are a group of experts from whom I get support. I get deep expertise from them that I don’t have in-house.”
Since the strategy phase, we have been systematically working towards the goals set in the strategy. This work has included things like:
Our cooperation is still in the early stages but the strategy is solid, the goals are clear and the world is full of bikers. 🚴
Over the next few months, we’ll continue to execute the tactics set out in the strategy and work towards making marketing part of Vapaus.IO’s growth wheel.
“I enjoy our cooperation and want to expand it. I like my AB2B team and I hope we get to work together for a long time.”
If you’d like to talk to us about working together, you can fill out this handy little form and we’ll get back to you within the next 24 hours (unless it’s the weekend or a national holiday, in which case we might take a tad longer.) 👉
You can also book a time directly from our calendar. ⬇️