Customer Acquisition Strategy

Channel Mix & Investment Allocation

Outbound Sales (60% - R480K/month)

Target: 60 qualified leads/month → 18 deals closed

LinkedIn Outreach

• Budget: R120K/month
• Target: School principals, heads of academics, IT managers
• Volume: 1,000 connection requests/week
• Message: "Your school is missing 15+ AI features your competitors will have in 18 months"
• Conversion: 8% accept → 15% book demo → 25% become opportunity
• Cost per SQL: R2,000
• Tools: Sales Navigator, Dripify automation

Cold Email Campaigns

• Budget: R90K/month
• Volume: 5,000 emails/month across 500 schools
• Subject Lines:
  • "Why [School Name] Students Deserve AI Tutors"
  • "15 AI Features vs 0: The Education Gap"
• Sequence: 7-touch over 21 days
• Open Rate: 35% (education sector benchmark)
• Reply Rate: 8%
• Demo Booking: 30% of replies
• Cost per Lead: R750

WhatsApp Business Prospecting

• Budget: R60K/month
• Approach: Parent groups → School admin referral
• Messages: 2,000/month to parent group admins
• Hook: "Free AI homework helper for your child's school"
• Conversion Path: Parent trial → School introduction
• Response Rate: 12%
• Cost per Lead: R500

Phone Prospecting

• Budget: R90K/month (3 SDRs)
• Call Volume: 150 calls/day total
• Connect Rate: 18%
• Pitch: "I'm calling about the AI gap in South African education"
• Demo Booking Rate: 15% of connects
• Average Call Duration: 4 minutes
• Cost per Qualified Lead: R1,500

Inbound Marketing (30% - R240K/month)

Target: 40 qualified leads/month → 16 deals closed

Content Marketing & SEO

• Budget: R80K/month
• Content Calendar:
  • 2x weekly blog posts: "AI in African Classrooms" series
  • Weekly case study: "How [School] Saved 20 Hours/Week with AI"
  • Monthly whitepaper: EdTech trends and AI adoption
• Target Keywords:
  • "AI school management system Africa" (450 searches/month)
  • "South African school software with AI" (320 searches/month)
  • "Automated marking system schools" (680 searches/month)
• Organic Traffic Target: 5,000 visitors/month by Month 6
• Conversion to Lead: 3%
• Cost per Lead: R533

Free AI Tutor Trial Funnel

• Budget: R60K/month (product marketing)
• Landing Page: yebolearn.com/free-ai-tutor
• Student Acquisition: 2,000 trials/month
• Parent Engagement: 40% of students share with parents
• School Referral: 10% of parents contact school admin
• Conversion to Demo: 25%
• Cost per School Lead: R300

Paid Digital Advertising

• Budget: R100K/month
• Google Ads: R60K
  • Search campaigns: "school management software"
  • Display retargeting: Website visitors
  • YouTube pre-roll: EdTech decision-maker targeting
• LinkedIn Ads: R40K
  • Sponsored content: AI advantage messaging
  • Lead gen forms: Direct demo bookings
• Average CPL: R250
• SQL Conversion: 20%

Strategic Partnerships (10% - R80K/month)

Target: 10 qualified leads/month → 5 deals closed

Referral Program

• Budget: R40K/month
• Referral Fee: R5,000 per closed deal
• Target Partners: Existing customers, EdTech consultants
• Activation Rate: 30% of customers refer
• Close Rate: 40% of referrals

Channel Partners

• Budget: R40K/month
• Partner Types: IT services companies, education consultants
• Commission: 15% of first-year revenue
• Expected Partners: 10 active by Month 6
• Leads per Partner: 2/month average

Campaign Performance Metrics

Cost Efficiency by Channel

Channel	Cost per Lead	Cost per SQL	Cost per Customer	ROI
LinkedIn	R420	R2,000	R6,667	4.8x
Cold Email	R188	R750	R3,000	10.7x
WhatsApp	R125	R500	R2,000	16.0x
Phone	R300	R1,500	R5,000	6.4x
Content/SEO	R133	R533	R1,333	24.0x
Free Trial	R75	R300	R1,200	26.7x
Paid Ads	R250	R1,250	R6,250	5.1x
Partnerships	R800	R1,600	R3,200	10.0x

Monthly Acquisition Targets

• Month 1-3: 8 schools/month (ramp-up phase)
• Month 4-6: 12 schools/month (optimization phase)
• Month 7-12: 15 schools/month (scale phase)
• Total Year 1: 156 schools (exceeds 100 school target by 56%)

AI Differentiation Messaging

Core Value Props by Channel

1. LinkedIn: "Be the first mover - 18-month AI advantage window"
2. Email: "15 AI features your competitors don't have (yet)"
3. WhatsApp: "Your children deserve AI tutors - available now"
4. Phone: "I'm calling about the AI revolution hitting education"
5. Content: "The Complete Guide to AI in African Schools"
6. Paid Ads: "Only AI-Powered School Platform in Africa"

Urgency Triggers

• "First 100 schools get founding member pricing"
• "AI training included free (R50K value) - limited time"
• "Lock in 2025 rates before AI features double pricing"
• "Exclusive territory protection for early adopters"

Content Marketing Calendar

Week 1: Thought Leadership

• Blog: "Why African Schools Need AI Now, Not Later"
• Video: Principal testimonial on AI impact
• LinkedIn: Industry stats on AI adoption gap

Week 2: Product Education

• Blog: "15 AI Features Explained for Educators"
• Webinar: Live AI grading demonstration
• Case Study: Time savings metrics from pilot schools

Week 3: Competitive Positioning

• Blog: "AI vs Traditional: The New Education Divide"
• Infographic: Feature comparison chart
• Email: "What Your Competitors Don't Want You to Know"

Week 4: Success Stories

• Blog: Student performance improvements with AI
• Video: Teacher testimonial on workload reduction
• LinkedIn: Monthly AI impact metrics

Conversion Optimization

Landing Page A/B Tests

• Headline: "First AI School Platform" vs "15+ AI Features"
• CTA: "Book Demo" vs "See AI in Action"
• Social Proof: Logos vs Testimonials vs Stats
• Form Length: 3 fields vs 5 fields vs progressive

Demo Booking Optimization

• Calendly integration with 24-hour availability
• Instant demo option with pre-recorded AI walkthrough
• SMS reminders 1 hour before scheduled demos
• No-show recovery within 2 hours

Lead Scoring Model

• Hot (80+ points): Immediate SDR call
• Warm (50-79 points): 24-hour follow-up
• Cool (20-49 points): Nurture sequence
• Cold (<20 points): Quarterly re-engagement

Scoring Factors:

• School size: 500+ students (30 points)
• Title: Principal/Head (25 points)
• Engagement: Downloaded AI guide (20 points)
• Timeline: "This term" (25 points)
• Budget confirmation (30 points)

Competitive Response Playbook

When Prospects Mention Competitors

• "Show me their AI features" (they have none)
• "Let's calculate ROI with vs without AI"
• "Would you buy a car without power steering in 2025?"
• Offer side-by-side AI capability demonstration

Market Education Priority

• Create "State of AI in African Education" report
• Host monthly "AI in Education" roundtables
• Develop AI readiness assessment tool
• Position as thought leader before competitors wake up