«Packaged»
— an interactive media service for entrepreneurs, online stores, and e-commerce specialists that helps them navigate the selection of packaging solutions, evaluate their ecological characteristics through expert materials, practical case studies, and interactive tools.
Business Goal:
To build a sustainable community of entrepreneurs and become the primary B2B channel for attracting clients for packaging manufacturers in Russia.
Target Audience:
Clients are segmented based on their business stage and the specific packaging challenge they face. To understand the motivation of the decision-maker, values derived from the LOV (List of Values) methodology have been incorporated. Vendors are described according to their role and business economics.
Market and Competitor Analysis
The packaging search market is fragmented. Entrepreneurs look for contractors through search engines, Avito, and industry directories that contain outdated information, often manually.
Total Duration: 6 Months, Three Phases
Key launch requirement: active client acquisition begins only after the catalog has enough listings for meaningful comparison (target—at least 50 companies).
Phase 1, Months 1–2: Audience research (Customer Development), gathering a database of initial practitioners, and developing the content plan and test calculators.
Phase 2, months 3–4: beta version launch of the website, launch of the media section, and publication of the first analyses and case studies
Phase 3, Months 5–6: Full launch of the calculator, personal accounts featuring a re-order function, and integration of paid options for service providers.
Unique Selling Proposition (USP)
Creative Track: «Compare, Don’t Call.» The communication piece highlights the contrast between agonizing manual searching (ten tabs, calling, scattered proposals) and a single, clear comparison table.
Tuition
Overall project budget for six months: 6 million RUB (estimated; subject to refinement after CustDev). Startup model — Lean / Organic: emphasis on product content, SEO, and partnership integrations, minimal paid advertising.
Key Metrics
Media KPIs: At least 15,000 unique monthly visitors; average time on site of at least 2.5 minutes; article view depth of at least 65%; subscribers to the Telegram channel and email list (target values determined after Phase 1).Conversion KPIs: At least 20% of visitors use the calculator; at least 8% of calculations result in an order submission to the service provider; at least 100 service providers in the catalog.Service Provider KPIs: percentage of service providers with complete profiles; average number of orders per service provider; percentage of service providers who upgrade to paid options; Cost Per Lead (CPL).Retention KPIs: percentage of users returning for a second calculation; number of saved mockups and orders in the personal account; use of Re-order (target values determined by beta version data).
