Imagine this: there’s a product that actually solves a problem. There’s an audience that’s facing that problem. There’s a team that truly believes in what they’re doing. And yet, sales are still not up to scratch.

It was with precisely this request that Yulia and Kateryna, the founders of Your Kommunication, came to us. An educational project that had been on the market since early 2023, it offered something truly unique: flashcards designed to develop public speaking skills and business English. Not just another online course with dozens of video lessons and a certificate at the end. A physical, tactile, structured tool to prepare for a presentation at a time that suits you, without a trainer breathing down your neck and without the group dynamics that simply prevent many people from concentrating.

You’ve got the product. You’ve got the idea. But for a good idea to grow into a business system, you need more than just advertising; you need a comprehensive understanding of where your customers come from, how they make decisions, and why they return (or don’t return) again.

That was precisely our starting point for the project.

💡 We don’t come with ready-made solutions. We bring research, analysis and methodology, which we use to build a framework together with the client — a marketing blueprint that can be implemented either with our team or independently.

How long did it take to develop the strategy?	120 hours
Who makes up the marketing strategy development team?	CMO, Operations Marketer, Business Analyst, Content Strategist, SMM Specialist, PPC Specialist, Targeting Specialist, Project Manager
How were the results of the work utilised?	Implementation by the client’s team

👉 If you find yourself in a similar situation, we invite you to a free consultation. We’ll take a look at your project and show you where to start.

 

Your Kommunication: What is this project?

Your Kommunication is a training resource for professional communication. The project was founded by two female experts in the field of business communication and public speaking. They have been through this journey themselves: preparing for conferences, delivering presentations, and experiencing that same stress in front of the microphone; so they decided to package their expertise into a format that is genuinely easy to use.

Product range at launch:

• “The Speaker’s Kit” (I AM A SPEAKER) — flashcards to help you prepare for public speaking and presentations. They help you structure your speech, break tasks down into smaller steps, and feel confident in front of an audience.
• UNMUTE — a course designed to help you practise public speaking and communication in English. It features a selection of useful phrases, audio recordings and a comfortable learning pace.
• A one-to-one session with an expert to practise a specific speech or presentation (a service the founders had planned to phase out gradually).
• In development: a game to practise public speaking skills with friends.

The aim of the project

Growing by 100,000 UAH a month and reaching a monthly turnover of 1,000,000 UAH. It’s ambitious, yet entirely realistic under the right conditions. But between “having a product” and “making a million a month”, there’s always the same question: where exactly does the chain break?

💡 A million is the result of a systematic approach involving multiple acquisition channels, a product range that encourages repeat purchases, and clear positioning that helps the audience realise: “This is for me”.

👉 Want to find out what your project is missing for sustainable growth? Book a free consultation.

Market analysis: a niche that has yet to be filled

The market for educational products in the communications sector is extremely broad and, at the same time, highly diverse. It encompasses dozens of formats: from public speaking courses and corporate training programmes to VR simulators and books. But precisely at the point where “convenient physical format”, “self-directed practice”, and “business-oriented topics” intersect, there are very few direct players.

What Google Trends revealed

The search query data provided us with several important insights.

Searches for “public speaking” show a clear seasonal pattern: they peak between October and December, and this year they are occurring more frequently than they did a year ago. Searches for “business presentation” are active from September to December. Searches for “business English” increase in the summer. Meanwhile, the query “soft skills” shows steady growth, particularly since the start of the full-scale invasion.

This seasonal variation is not a threat, but an opportunity. A product range that spans several communication channels can ensure stable demand throughout the year, provided the right emphasis is placed during different seasons.

Demand, as confirmed by research

75% of adults worldwide suffer from a fear of public speaking — and this has been confirmed by research. For most people, this is not merely a psychological discomfort, but a real obstacle to career progression. Employers around the world cite the ability to communicate and speak in public as a key skill for a successful professional.

At the same time, competition in the IT and white-collar sectors is intensifying in Ukraine: hundreds of professionals are vying for a single vacancy, and recruiters are increasingly focusing on communication and presentation skills, as well as English proficiency. Those who invest in these skills come out on top.

56% of Ukrainians would like to improve their English. 19% use it in their professional lives. The market potential is clear.

 💡 The market has not yet taken shape in the form in which Your Kommunication exists. This means: fewer direct competitors — and more work to build demand. Whoever occupies this niche first and communicates effectively will become the benchmark for the entire market.

👉 Want to find out if there’s a demand for your product and how to tap into it? We invite you to a free strategic session.

Competitors: who’s in the market and why it’s useful to know

At the outset, the founders believed they had virtually no direct competitors. And technically, that’s true. But we take a different view: a competitor is any solution a person might choose when they have that same need. And it turned out there were far more options than that.

Public speaking trainers and coaches

This segment brings together several well-known practitioners in Ukraine. All of them build their marketing strategy around their personal brand and social media — none of them drives traffic directly to a purchase. First comes engagement through content, then conversion. This is an important signal: the audience in this niche needs time to make a decision, and trust in the person behind the product plays a key role.

A common feature across the board is flexibility in service formats and the availability of multiple products within the range. When a customer has a choice between different tiers, packages or formats, they remain within the brand’s ecosystem. This has a significant impact on LTV.

Physical learning materials — flashcards and similar formats

There are players in the market who also produce flashcards for language learning or developing communication skills. They demonstrate that there is a demand for physical educational products and that people are willing to buy them online. At the same time, analysis has shown that, for most of them, audience engagement on social media is low. The customer buys, leaves, and never returns. This is a typical pitfall of the product business without a built-up community and engagement.

Books — the competitor everyone forgets about

For the price of a single set of cards, you can purchase two themed books by renowned authors in the field of public speaking and communication. This is an option that some members of the audience view as an alternative. Therefore, the answer to the question “why cards?” must be seamlessly integrated into every point of contact with a potential buyer. Not as a defence, but as a confident demonstration of the value of this particular format.

Key findings

The market demands clear positioning so that someone choosing between a trainer, a course, a book and flashcards understands exactly which situation and which type of person this particular format works best for. Competitors are active on social media and in advertising. And the fact that most of them offer a wide range of products is a sign that a product line enabling repeat purchases is critical for stable growth.

💡 In this niche, the audience builds trust in the person behind the product before making a purchase. Content, the founders’ presence in communications, and social proof are the main drivers of sales.

👉 Want to know how your project compares to the competition? We’ll carry out an analysis and highlight your unique selling points — book a free consultation.

Mystery Shopper: Following the Customer’s Journey

To get an accurate picture, we became customers ourselves. We contacted competitors via their websites and social media, assessing their response times, the quality of their communication and the content of their offers. This isn’t about “who’s best” — it’s about understanding the market standards that any customer uses as a benchmark.

The overall picture proved to be telling. The speed of response in the market varies greatly: some players react within minutes, whilst others take a day or more. In a sector where decisions are often made on an emotional impulse, a delay in response means losing a customer outright.

The quality of proposals also varies significantly. The strongest proposals are those where the client is immediately presented with structured information: the methodology, the expected outcome, and specific examples of changes achieved for clients. The weakest are those where there is a quick response, but the proposal is unpolished, vague, or simply fails to address the question the client has asked.

An interesting insight: companies that offer several formats or service levels are much better at holding a potential customer’s attention during the initial communication stage. People feel that their situation is understood, and this boosts conversion rates.

What this means for Your Kommunication: the first point of contact with a potential customer — whether via direct message, comments or the website form — is a fully-fledged sales opportunity. A quick, friendly and informative response matters more here than your advertising budget.

💡 The market for communication training products in Ukraine is still taking shape. This means that service standards, communication practices and product offerings are currently being set by the market participants themselves. Whoever sets the standards first gains a competitive edge.

Project audit: where there is potential and where customers are being lost

Website

The yourcommunication.space website is vibrant, modern and engaging. But behind its attractive façade lie a number of technical issues that have consistently held back its growth.

Firstly, the website is barely indexed by Google. When the name was entered verbatim into the search bar, the site could not be found. This means that any audience searching for the product organically simply cannot find the brand. All traffic is paid.

Secondly, the mobile version takes 10.7 seconds to load. The ideal loading time is 2–3 seconds. Every extra second of loading time means a percentage of the audience has left before they’ve even seen the product.

Thirdly, some of the content on the website is “hidden” within drop-down sections and menus — Google may not index it when ranking the site. This has a direct impact on organic search results.

 Fourthly, the website is hosted on Tilda, a platform of Russian origin. This poses a reputational risk in the context of a full-scale invasion, which cannot be ignored.

The lead magnet on the homepage, which collects email addresses, is up and running. The contact database has been built up, but has never been activated for email marketing. It’s a ready-made sales channel that’s just sitting there unused.

Social media

Instagram is the main channel for communication and traffic. Overall, the profile was well-maintained: regular posts, highlights, and a brand-style profile picture. However, a few details were undermining its effectiveness.

The profile header didn’t answer the key question a new visitor would ask: “What is this account about, and what will I find here?” The account name contained an underscore instead of a full stop — this hinders organic search within Instagram. The highlights are visually minimalist — people don’t always realise what’s inside them without opening them.

Some posts were published without any text — this represents a missed opportunity not only in terms of content but also for improving search visibility. Some content that would look better in a carousel post format is published as a longread, and vice versa. This is a matter of editorial logic, which has not yet been systematically established.

There are also strengths: the founders appear in the content themselves, which lends the brand credibility and a human touch. When the faces behind the product are real people with genuine expertise, it works better than any design.

Advertisement

The most effective creative turned out to be the one depicting a “person in a pool of tears” with the caption “Presentation is tomorrow”. People recognise this situation — they leave comments saying they can see themselves in it. This is a classic pain trigger that works, and it is precisely this that advertising communication should be built around.

Holiday advertising campaigns promoting gifts did not work. Discount offers, however, proved effective. The main audience that responds is women aged 25–44.

All traffic comes from paid channels — there is virtually no organic traffic. This means that if you stop advertising, sales will stop. Such dependence on a single channel poses a systemic risk to any business.

 💡 When all your traffic comes from paid sources, growth becomes increasingly expensive. Organic traffic, content marketing and email are the channels that, over time, reduce the cost of customer acquisition rather than increasing it.

👉 We’ll carry out a free audit of your website and advertising campaigns — we’ll identify where your budget is being wasted.

Target audience: four buyer personas

We applied Sherrington’s “5W” method and analysed the social media profiles of people who had already left reviews of Your Kommunication products. This isn’t a theoretical audience, but real people who have already made a purchase. Here’s what we found.

Group 1: Business audience

Business owners, senior managers, IT specialists, marketers, and community managers — these people regularly speak at conferences, conduct negotiations and give presentations. For them, the “Speaker’s Kit” is a professional tool, not a hobby. Active on Facebook and LinkedIn. Peak demand: autumn–winter.

Group 2: Experts and practitioners

Salespeople, estate agents, doctors, teachers, presenters, bloggers, civil servants. They need to speak in public for sales purposes or as part of their role. This also includes English teachers who purchase UNMUTE for lessons with their students. This is the segment with the widest reach.

Group 3: People seeking personal development

Those who want to become better speakers without any specific “external” reason — simply for themselves, for their career, or for their self-confidence. They are often afraid of public speaking and are looking for a way to practise without the stress of group sessions. They are active in online self-development communities.

Group 4: Gift buyers

HR managers, colleagues, friends — anyone looking for an original yet practical gift for a business professional. This is particularly relevant during the festive season. Important: advertising campaigns with a “gift” angle haven’t worked for Your Kommunication — perhaps due to poor packaging of the offer, rather than a lack of demand.

💡 A single advertising message cannot speak to all four groups at once. Tailoring messages to each segment isn’t a complication; it’s essential for effectiveness.

👉 Want to find out who your actual audience is and how to reach them? Come along for a free consultation — we’ll help you create audience profiles and craft your messaging.

Factors influencing choice: what really influences the decision to buy

We have compiled a comprehensive list of factors (over 80) that influence the choice of an educational product from the initial contact through to the purchase decision and the post-purchase experience.

Before making a purchase, people are aware of their problem

• Feel nervous before public speaking or anxious about communicating in English.
• They have already had a bad performance or presentation and don’t want to go through that again.
• Realise that to advance their career, they need to communicate their ideas more effectively.
• They  saw how a colleague improved their performance and wanted to do the same.

When making a choice, people compare

• Looks for a stress-free alternative to group classes — offering comfort and a relaxed pace.
• Take into account feedback from people with similar profiles and experiences.
• Compare to books (cheaper) and coaches (more expensive, but with live feedback).
• Check whether there are any videos from the founders on the website to assess their communication skills.
• Want a solution that isn’t tied to a specific place or time.

During interaction, people evaluate the experience

• The speed and tone of the manager’s response.
• A clear and user-friendly ordering process.
• The quality of the packaging and the appearance of the product upon receipt.
• The content of the cards matches what was promised.

All these factors contribute to a willingness to recommend the product to others. And in a niche where social proof is key, word of mouth isn’t just a bonus — it’s a strategy.

💡 A customer who likes the packaging, receives a quick response and sees the results of the cards becomes a brand ambassador. Without any additional advertising costs.

Positioning: finding your place in the customer’s mind

Positioning is neither a slogan nor a product description. It is a clear answer to the question: what place does the brand occupy in a specific person’s mind when they are thinking about solving their problem? The process of developing the positioning for Your Kommunication was non-linear — and that’s perfectly normal. We proposed several options, discussed them with the founders, and took into account their vision for the future development of the product line.

The founders saw themselves not as a school or a course, but as a space offering a variety of resources to meet different communication needs. Not a one-off encounter, but a place people return to.

Together with the team, we went through several iterations and settled on a wording that accurately captures the essence:

“Your Kommunication — training resources for professional communication“

This wording leaves room for expanding the range — from cards to video products, games, templates and gift boxes. It indicates the focus (“communication”), the format (“educational products”) and the target context (“professional” — that is, for work, presentations and the business environment).

Important: every subsequent product, every social media post, and every advertising message must convey precisely this, so that the brand positioning becomes not just a line in a document, but the very DNA of the brand.

 💡 Positioning is what people think of you when you’re not there. Your task is to shape this image deliberately, rather than leaving it to chance.

👉 Want to find the right positioning for your brand? Book a free consultation — we’ll help you define it.

SWOT: an honest assessment of strengths and weaknesses

No strategy is complete without an honest assessment of what we’re working with. Below, we’ll show you what we’ve identified.

Strengths

• A unique product in its niche on the Ukrainian market.
• The founders are leading experts in their field: that’s trust built into the product.
• High-quality cards and packaging that appeal to customers both to the touch and to the eye.
• A beautiful, sales-oriented website design.
• A dedicated landing page for each product.
• There is a lead magnet and a contact database for email marketing.

Weaknesses

• The website is virtually invisible in Google’s organic search results.
• The website platform is Tilda (of Russian origin): reputational risk.
• A limited product range restricts LTV and repeat purchases.
• There is no email marketing, despite the existing database.
• Poor visibility on Google: there are no reviews, and the company effectively “doesn’t exist” outside of Instagram.
• All traffic is paid-for only; reliance on a single channel.

Features

• There is a growing interest in soft skills, public speaking and business English.
• Competition in the IT sector is driving up demand for communication skills.
• There is little direct competition in the educational flashcards for the communication niche.
• Opportunities to expand the product range: video products, games, templates, and corporate packages.
• LinkedIn as a potential platform for B2B engagement.
• Partnerships with business communities, coaches and lecturers.

Threats

• The market hasn’t taken shape yet — we need to build demand, and that’s both more expensive and takes longer.
• The unstable economic situation caused by the war.
• Competitors offering lower prices or a narrower specialisation may emerge.
• The constant rise in the cost of producing printed materials.

💡 A SWOT analysis isn’t about evaluating a business; it’s about setting priorities. Weaknesses are turned into a to-do list, and threats into preventive action plans. We help you focus not on “problems”, but on areas where you can make a difference.

What we have developed

Based on the findings of the entire study, we have developed a comprehensive marketing strategy, a logically structured framework in which every element is well-founded and interconnected with the others.

1. Positioning and communication strategy

A consistent positioning strategy, tone of voice and key messages for different audience segments. A comprehensive reference guide to draw upon for any decision — from an Instagram caption to the text of an advertising banner.

2. Technical foundations: website and analytics

Migrating a website from Tilda to another platform is crucial both in terms of reputation and in terms of opportunities for SEO and the online shop. Following the migration: setting up Google Analytics 4, GTM and Meta Pixel so that all future decisions are based on real data rather than gut feelings.

Resolving the indexing issue: the website must appear in Google search results when searched by name and for topic-related queries. Optimising the loading speed of the mobile version: from 10.7 seconds to an acceptable level.

3. Organic traffic and content marketing

For an educational product, content marketing is one of the most powerful tools for attracting and retaining an audience. We have developed guidelines for launching a blog on the website featuring SEO-optimised articles. The blog serves two purposes: it increases organic traffic and demonstrates the team’s expertise, thereby boosting trust in the product.

4. Content strategy for social media

Updating the Instagram profile header, standardising Highlights, and introducing categories — commercial, informative and reputation-building, humorous, case studies, and interactive. A clear division of content formats: what goes into Reels, what into the carousel, and what into Stories. A call-to-action (CTA) in every post as a natural conclusion to the conversation.

On a separate note, a more active presence of the founders in the content. They’re already appearing — and it’s working. Recommendation: at least once every three or four posts — a post or Reel featuring a personal opinion, advice or insight from Yulia or Kateryna. The face of the brand = trust in the product. A content plan has also been drawn up for the first month, with specific topics, formats and sections.

5. Email marketing

700 contacts in the database isn’t just a number. These are people who have already shown an interest in the brand. The first priority: launch a welcome email series and triggered mailings (abandoned basket reminders, offers following the first purchase). Over time, regular emails with useful content to build anticipation for future purchases.

6. Lead generation: Meta Ads and Google Ads

Meta Ads is our primary paid acquisition channel. Detailed strategy: clear segmentation of campaigns by objective (sales, brand awareness), testing of audiences and creatives, and setting up remarketing and Lookalike audiences based on existing customers. A proven approach: from a test month through to optimisation and scaling.

Google Ads is a supplementary channel, primarily for remarketing: showing adverts to people who have spent more than a minute on the website but haven’t made a purchase. Gradually, we’ll be adding search and display campaigns.

LinkedIn — a hypothesis to test: there is an audience of business professionals there, but the level of activity among Ukrainian users is currently lower than on Meta.

7. Partnerships and information campaigns

This product is designed for the business sector; consequently, the quickest route to reaching our target audience is through business communities, corporate trainers, IT managers and English teachers. Partnering with them serves as both a referral channel and a channel of trust: when a product is recommended by an acquaintance or a trainer, the barrier to entry is lowered.

Interviews in specialist media, joint live broadcasts with communications experts, and the publication of reviews on online platforms — all of this helps to establish the brand’s presence where the audience is.

8. LTV strategy: how to ensure customers keep coming back

This is a key issue for a project where the product is a one-off set of cards. LTV (lifetime value) increases only through expanding the product range and building relationships. We have outlined several approaches: video products, packages tailored to specific roles (manager, salesperson, teacher), subscriptions to educational content, and corporate offers. The more reasons a customer has to return, the lower the cost of acquiring a new one.

💡 A strategy is a tool that the team uses every day to make decisions: what to post, who to show adverts to, and how to respond to direct messages. We’re putting together a guide – clients can implement it either with our help or on their own.

👉 Would you like to develop a strategy like this for your project? The first step is a free consultation with our marketing specialist.

What’s next: a strategic backlog

A marketing strategy is a living document. Once the initial objectives have been achieved, the next phase begins.

Over the next 3–6 months

• Launch of a blog featuring SEO-optimised articles on public speaking, business English and presentation preparation.
• Email automation settings: welcome series, triggered emails, and list reactivation.
• Implementation of analytics and the first review of the media plan based on real data.
• A/B testing of ad creatives with different triggers.
• Active collaboration with partners: English teachers, business coaches and HR managers.

Over the next 6–12 months

• Expansion of the product range: a game, a manager’s toolkit, and presentation templates.
• Launch of corporate offerings for businesses (B2B channel).
• Testing LinkedIn as a channel for engaging a business audience.
• Production of video content featuring the founders and guest experts.
• Assessing the viability of a proprietary subscription-based educational platform to increase LTV.

💡 A backlog consists of prioritised tasks that the team tackles one by one — without rushing and without spreading their efforts too thinly across everything at once.

Marketing that actually works

Your Kommunication is a project with real value and a genuine audience. The fact that sales haven’t yet reached the desired level doesn’t mean there’s anything “wrong” with the product. It simply means that the system isn’t yet fully in place.

We conducted research into the market, competitors and target audience. We carried out an audit of all touchpoints. We defined the brand positioning. We developed a strategy for each channel — from technical updates to the website to advertising hypotheses and partnership scenarios. We built a framework upon which to build a robust marketing strategy.

The client has received a step-by-step guide — well-reasoned and based on cause-and-effect logic. It can be implemented either with our team or independently. The choice is up to the founders.

That’s exactly how we see partnership: not “we know best”, but “we’ve gathered the data, drawn our conclusions — and now you have a roadmap for the marathon”.

Marketing is about a system that keeps working even while you sleep.

Do you recognise your project in this case study?

Book a free consultation with a SOLVE MARKETING specialist. We’ll analyse your business, identify areas for growth and show you where to start.

👉 The first step is a free consultation. No pressure and no obligation.