How We Resurrected A Failing App And Got It Acquired By An Industry Leader.

My work with the Reece Group as part of Superseed Ventures for the Goodwork app was extensive. My 8 month journey with the business began with an unprofitable app on life support and ended with a successful acquisition by Build Exact. My work was top down, changing the entire product from an unprofitable networking app to a monetised HR platform for tradesman to find jobs and workers. The app was a disaster. Ad spend of 20k to drive app downloads, some ads were so bad they were costing the business $5000+ for a single app download.

I was able to cut ad spend by 50% and simultaneously increase app downloads by 30% with high value users. Original Ad spend was 20k to drive app downloads, some ads were so bad they were costing the business $5000+ for a single app download.

Process

I started with user interviews and testing. Prompting a quick pivot from what a user called ‘useless networking’ to providing a sought after localised recruitment service value for tradesman.

I was able to also monetise the app bringing in the first revenue $$$ the app had received in the 3yrs of its operation. Achieved Monetisation by offering brand partnerships and advertising opportunities to other trade focused business including HNRY, Airtasker and more.

Scope Of Work

New Product Strategy
New Marketing Strategy
New Google App, Youtube, Facebook, Instagram Ads
New Landing Pages
Website Redesign
New ads
New creative
New messaging
New landing pages

The mission of the app itself was broad and ineffective. Coined as the tradie network, a Linkedin for construction workers they were struggling and the tradies were not loving it.

The app was receiving numerous bad reviews on the app store. users were confused by the messaging and often mistook the app for a marketplace to find tradesman to work on ones home, like Hi Pages.

I jumped in turned the ship. Conducted market and user research and pushed the app into the recruitment space. Goodwork became where tradies can find the top jobs and employers could find the top tradies looking for work.

"Brett came on to help us with our end-to-end marketing efforts at a pivotal time. Everything from top of funnel, to SEO, content marketing, socials, paid advertising and more. He made a notable impact on the product, increasing acquisition with quality users that’s stayed on the app. I recommend reaching out to Brett to discuss how he can help you grow your business."

Stuart Emmerson

Head Of Product