Rezeo's growth was hindered by the challenge of needing user growth to provide B2B value. The platform required a steady influx of candidates for employers to consider it useful, which in turn depended on having a critical mass of users that made the platform attractive to new candidates. The goal was to reach a tipping point of 1,000 new, organic users per month to establish Rezeo as a leader in the entry-level job market. To overcome this, Rezeo needed a GTM strategy that specifically focused on building early engagement among college students, a demographic well-suited to drive rapid adoption.
The Go-To-Market proposal for Rezeo included a phased approach to generate brand awareness, drive signups, and convert users into active participants on the platform. The strategy leveraged college-specific dynamics by positioning Rezeo as the go-to platform for career development, particularly targeting campuses like Penn State, which offered a stable, predictable market environment for early adoption. A tailored multi-channel marketing approach was recommended, including social media campaigns, in-person events, and ambassador programs.
