Most Startups Don’t Have a Growth Problem. They Have a Commercial System Problem

Early-stage businesses don’t typically fail due to a lack of ideas or ambition.

More often, they struggle because the commercial system behind the business isn’t built to scale.

b10 worked with an EdTech PaaS startup aiming to disrupt the IFS ERP training market.

Their vision was strong:

An AI-powered, interactive learning platform designed to modernise how professionals learn complex ERP systems.

However, despite early traction, the business faced a familiar set of challenges.

The Challenge

At the point of engagement, the business was operating with:

• High operational costs: A £600/month platform with no scalability planning
• Ineffective marketing spend: Budget allocated to the wrong audience, with poor conversion pathways
• Limited product offering: A single course with minimal interactivity
• Weak revenue model: A flat subscription with no flexibility or expansion potential
• No retention strategy: Limited incentives for continued engagement
• No scalable growth framework: No systems in place to support efficient growth

In short, the business had a strong concept, but the commercial infrastructure was holding it back.

The Approach

Rather than addressing isolated issues, we implemented a full Commercial Transformation by rebuilding the business across its platform, pricing, acquisition strategy, and delivery model.

1. Reducing Costs and Improving Efficiency

We migrated the platform from a high-cost solution to a more flexible, scalable alternative — reducing platform costs by over 90%.

At the same time, outsourced marketing spend was eliminated and replaced with a more targeted, in-house acquisition approach.

2. Enhancing the Product Offering

The platform evolved from a single course into a structured learning environment:

• Expanded from 1 to 11 courses
• Introduced interactive, AI-supported learning
• Added certifications and progress tracking
• Designed content for multiple learning styles

This significantly increased both perceived value and user engagement.

3. Rebuilding the Revenue Model

The original pricing structure was replaced with a more flexible, scalable model:

• One-off pricing for individual courses
• A free introductory course to demonstrate value
• Subscription access for full platform usage
• A white-label solution for enterprise clients

This created multiple revenue streams and opened the door to B2B partnerships.

4. Strengthening Acquisition and Conversion

We replaced traditional lead capture with a product-led growth approach, allowing users to experience value before committing.

Alongside this, the website was rebuilt and optimised for search, improving visibility and driving organic traffic.

The Results

The transformation delivered measurable commercial impact:

• 87% reduction in breakeven requirement
• 95% reduction in operating costs
• A new £200,000 annual enterprise agreement
• Expansion from 1 to 11 courses
• Improved engagement, retention, and customer lifetime value

Most importantly, the business moved from a fragile early-stage model to a scalable, repeatable growth engine.

Key Takeaways for Northern Ireland Businesses

While this case sits within EdTech, the lessons apply across sectors:

1. Cost Structure Matters

Early decisions around platforms and tools can significantly impact profitability.
Lean, scalable systems create more room for growth.

2. Product Experience Drives Conversion

Allowing customers to experience value upfront often outperforms traditional lead generation methods.

3. Revenue Should Be Diversified

Combining subscriptions, one-off purchases, and B2B opportunities creates more stable growth.

4. Growth Requires Systems — Not Just Activity

Marketing alone doesn’t scale a business.
It must be supported by aligned systems across product, pricing, and delivery.

5. Organic Growth Is a Long-Term Asset

Investing in SEO and structured digital journeys reduces reliance on paid acquisition over time.

Final Thought

This wasn’t a marketing optimisation exercise.
It was a Commercial Transformation — rebuilding the business from the ground up to support sustainable growth.

For many businesses across Northern Ireland, the challenge isn’t demand.

It’s ensuring the commercial system behind the business is capable of converting and scaling that demand effectively.