Leafcutter is a digital technology company based in Sydney. Started by two millennial co-founders, the company mission had always been about creating value through technology.

In 5 years, Leafcutter had grown to a team of 20 people made up of designers, project managers and developers – supported by a small sales and marketing team. The business was ready for its next level of growth.

We completed a marketing strategy review of Leafcutter which identified the need for clearer focus.

Leafcutter was providing services across a breadth of industries from pharmaceuticals to eCommerce and nonprofits organisations using a variety of technology platforms – WordPress, Shopify and Laravel, amongst others.

Leafcutter had breadth. However, as a step up company, the business needed depth to own a clear space in the market.

The Leafcutter leadership team took on board our recommendations.

They went back to their origin story and decided their passion was to make a difference to nonprofit and purpose-driven organisations. This all came to life in their newly articulated purpose:

Connecting our belief in humanity with our love for technology to change the world

Business and marketing focus shifted to attract a purpose-driven audience, which helped Leafcutter streamline its service offer. That year the business grew by almost 2

Like most businesses, what led Leacutter to be a successful startup are not the same ingredients for a successful step up. This is the paradox of success; what got you here, won’t get you there.

Focus was the key in their case and it changed everything – organisational structure, marketing strategy and investment.

In today’s disruptive landscape, we recommend organisations review their marketing strategy at least annually.

If you would like a review of your business, we’d love to help.