Curious4Ever

TL;DR

We gave an EdTech founder a ready-to-build marketing automation system that aligned to the existing product UX, with 11 prioritised campaigns specified to a level the team could execute against.

The brief

Curious4Ever had built an AI-powered exam prep platform giving Australian families on-demand coaching and feedback for some of the most overwhelming moments in their child's schooling, including selective school entry and NAPLAN. The product worked, the UX was tested, and the conversion tools like free trial, 30-day money-back guarantee, and a Refer and Earn program were all in place. What wasn't built yet was the lifecycle marketing layer that would turn site visitors into trial users, trial users into paid customers, and one-pack customers into repeat purchasers across subjects, year levels, and siblings. As a resource conscious start-up, recommendations needed to respect the existing product build and slot in alongside it.

What we did

• Reviewed the end-to-end customer journey from discovery through to retention, identifying conversion strengths already in place and the gaps blocking growth.

• Mapped 11 specific marketing automation campaigns with triggers, timing, key messages, CTAs, and frequency for each.

• Identified the data points worth capturing at sign-up to enable better segmentation, personalisation, and channel targeting.

• Built a visual customer journey map showing the full user path, segment logic, and where each campaign fires.

• Handed over a buildable specification, not a strategy deck.

  
  

The impact

• A ready-to-build lifecycle marketing system the founder could execute in sequence, with no product rebuild required.

• 11 fully specified automation campaigns covering registration, free trial conversion, abandoned cart, paid welcome, pack completion, and re-engagement.

• A clear data capture plan covering the right things to ask at the right moments without overloading the sign-up flow.

• A visual map the founder can share with developers, designers, or future hires to keep the lifecycle work coherent as the team grows.

Why this mattered

Strong technical founders often build the product first and the marketing system second. That's the right order, but the gap between "the product works" and "people consistently discover, try, buy, and return" is where many early-stage businesses stall. This work gave Curious4Ever an immediately buildable plan that fit their existing UX and respected the founder's time. Meeting teams where they are.