Case Study · EdTech
EdEarn × Saflow
Scaling acquisition for a multi-sided EdTech platform connecting students, tutors, experts, startups, and companies — eight distinct personas in one learning-and-earning ecosystem.
Scaling acquisition for a multi-sided EdTech platform connecting students, tutors, experts, startups, and companies — eight distinct personas in one learning-and-earning ecosystem.
"Learn Skills. Earn Rewards. Build Your Future." A platform where students learn-to-earn while tutors and experts monetise their skills.
A two-sided marketplace plus enterprise-grade RBAC for corporate learning — competing in a category dominated by giants with deep budgets.
Students, tutors, experts, startups, companies, employees, admins, controllers — each with distinct motivations, objections, and conversion paths.
Performance marketing, high-volume creative, SEO content, and lifecycle retargeting — all coordinated through one Saflow team.
EdTech is dominated by huge brands with enormous budgets — Byju's, Unacademy, Coursera. EdEarn's bet is a different category entirely: a marketplace where learners earn while learning, and tutors/experts monetise their skills. Telling that story in a 15-second reel — and growing supply and demand together — is the core problem.
"We're not selling a course. We're building a flywheel — and the only way it spins is if every persona finds value in their own language."
Students need tutors to be useful. Tutors need students to make money. Acquisition has to compound on both sides at once — or the flywheel doesn't spin.
Each persona needs its own creative, copy, landing page, and incentive — without fragmenting spend so thin that no single audience reaches signal.
Byju's, Unacademy and Coursera can outspend any new EdTech 10x. EdEarn has to win on creative agility and niche positioning — not brute-force budget.
Two-sided marketplaces don't grow with a single tactic — they need parallel motions on supply and demand, plus a content engine that compounds organically while paid catches the urgent intent.
Separate creative, copy, and landing pages for students, tutors, experts, and companies. Each persona meets a message that speaks to their pain — income for tutors, jobs for students, talent for companies.
Reels, statics, and short video produced at a cadence that out-tests in-house teams 4× over. We treat creative as the lever — because in EdTech, the hook is the campaign.
"Earn while learning," skill-specific queries, freelancer income guides — content lanes where the giants under-invest and EdEarn can rank with patient, well-built clusters.
EdTech signups rarely convert on first touch. Multi-touch retargeting and lifecycle journeys keep cold visitors warm until the moment they're ready to enrol or onboard.
Multi-persona Meta and Google campaigns. Each persona gets its own audience structure, creative pool, and CAC target — feeding into a single integrated dashboard.
Reels, statics, persona-specific video, and email creative produced at agency-grade volume. New angles tested every week — the engine that keeps cost-per-click trending down.
Long-tail content on income skills, freelancing, and earn-while-learning queries. Articles compound monthly — the asset library is permanent acquisition infrastructure.
Pixel-driven retargeting plus multi-step email/notification journeys — built around the natural pace at which each persona warms up to commitment.
Marketplaces don't survive lopsided growth. Saflow's job is to keep supply and demand expanding in sync — while the creative engine keeps CAC honest.
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