Lena Andican
Helping RedCloud pioneer the Open Commerce category with the strategic story
RedCloud is an AI-driven B2B commerce platform dedicated to modernising the B2B FMCG supply chain and accelerating sales growth for brands, distributors, and retailers worldwide. Backed by $75 million in funding and gearing up for an IPO, RedCloud has built a robust global team of over 400 people. The company’s vision is to transform retail by shifting focus from how products are sold to how retailers purchase them, ultimately creating the world’s largest retailer marketplace.
The Hurdles
RedCloud set out to establish a powerful narrative around the idea of open commerce—one that resonates with audiences ranging from local traders in Nairobi to major financial players like Goldman Sachs.
Key challenges included:
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Crafting a broad narrative while tailoring specific messages for distinct groups
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Pioneering the "open commerce" concept in a space dominated by giants like Amazon and Alibaba
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Ensuring a consistent message for varied audiences, including retailers, distributors, and large FMCG brands
RedCloud’s narrative and positioning needed to drive specific growth goals. Key metrics included:
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Brand awareness and consistency: Making sure all stakeholders understand and connect with RedCloud’s mission through clear, cohesive messaging.
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Engagement metrics: Increasing engagement across all channels.
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Open commerce awareness: Positioning "Open Commerce" as the next frontier in global trade, sparking new conversations and perspectives.
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Product awareness: Raising visibility around RedCloud’s product suite and its solutions for major economic challenges.
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Lead generation and conversion: Turning the website into a lead-generation engine, powered by compelling narratives that drive conversions.
Solutions & outcomes
Step One: crafting RedCloud's strategic narrative and product positioning
Lena’s team worked to define RedCloud’s strategic story and unique strengths beyond typical claims. By explaining why RedCloud’s solutions are essential in today’s market, the narrative was crafted to build urgency among buyers and spark a new movement around the buyer mindset. This involved:
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Developing an overarching narrative for the entire market
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Creating specific messaging tailored to distinct audience segments
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Focusing on RedCloud’s product positioning to highlight its unique value
Step Two: developing RedCloud's messaging framework
We designed a complete messaging framework to reach the right audience with the right message, consistently presenting RedCloud’s value proposition across campaigns to improve conversions.
Step Three: website copy and sales collateral
We have then refreshed RedCloud’s website copy to reflect the new strategic story and product positioning. We also developed critical sales collateral, including a sales deck outlining the narrative, corporate positioning, and product highlights, as well as focused materials like product one-pagers for both buyers and sellers.
“I had the pleasure of collaborating with Lena on a project related to product positioning, and I cannot recommend her highly enough. Her expertise and strategic approach were instrumental in helping us refine our product messaging. The team at Kurve is incredibly talented, creative, and dedicated to delivering exceptional results. I look forward to the opportunity to work with her again in the future.”
Nina Laurie
SVP Global Marketing