Kim Lecha

It was too complex for me.

The second thing is it has to be scalable.

I mean, we already have 45,000 customers.

we should aspire to something that will bring tens of thousands, not hundreds or thousands.

The third thing for me was we haven't done a lot of go to market in any sizable way.

So we have to learn.

So there needs to be quick feedback loops.

So we have to know as soon as possible whether something is working or it's not working.

And the fourth criteria there was

Hopefully, it's not only positive ROI, but it's fast ROI.

So can we aspire to have paybacks within the year, six, eight, or maybe 12 months?

So those were the decisions.

One goal, number of customers, strategy with clear criteria, and then we found out one tactic.

The one tactic was paid marketing, Google search ads.

This is mostly what we did.

And because we focused, we became very, very good.

So our teams could learn very fast how to do that, how to improve it, how to optimize it over time, how to do automatic bidding, how to.

And we also, because we were focused on that, we also created very good partnerships, very good relationships with the partners that helped us achieve those results.

So in these four years, we added these three additional bricks.

We added 80,000 plus customers.