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Case Study

Building a beta audience

It’s a catch 22 for every founder. 

In order to develop your product, you need user feedback, but in order to get users on board, you need a well developed product.

The solution is to build a beta audience of users that fit your Ideal Customer Profile (ICP) and are happy to give your new product or services a spin in exchange for feedback and positive reviews.

But founders are busy people and audience outreach takes time…



Compay Name: AdPlan.
Date: May 2022
Website: ad-plan.co.uk

AdPlan is a new media planning tool that allows agencies to create bespoke out of home campaigns simply by using their unique interactive mapping and planning system.

BDaaS does the heavy lifting

With a great beta product and clearly defined value proposition, AdPlan’s Founder, Antonia Price, needed to get her message in front of the UK’s top media planners and agencies.

As well as being AdPlan’s founder, Antonia also runs her own agency, so finding the hours required to research, reach out, and respond to potentially thousands of prospective partners simply wasn’t feasible.

Team Kulea stepped in to bridge the gap.


“Within the first week of launching my BDaaS campaign, Kulea had generated two media agency meetings, and two beta platform sign-ups, all without me having to lift a finger!

My first meeting was a resounding success, not only did they confirm that AdPlan was something they should have and would definitely benefit from’ (his words not mine!), but they also booked in a follow up meeting to discuss the creation of a media owner version of AdPlan – a new revenue stream I’d not even considered!”

Antonia Price

Founder, AdPlan

Solving the Problem

Consultation throughout the sales process meant that on sign off, Team Kulea were quickly able to get to work on writing clean, concise email and Linkedin outreach copy that articulated AdPlan’s benefits and minimised marketing fluff.

Antonia provided us with a dedicated AdPlan Mailbox which we wired up to Gmail/Zapier before feeding manually prospected leads into our our sales outreach platform.

With our software taking care of the email outreach cadences and deliverability, our dedicated account handler manages replies through Gmail (which automatically updates Kulea), booking meetings directly into Antonia’s diary.  A simple process that quickly gets results.

BDaaS services provided

  • Ideal Customer Profile (ICP) definition
  • Outreach email writing
  • Prospecting and data cleansing
  • Linkedin and email outreach automation
  • Dedicated inbox/diary management
  • Cross platform integration



    The Results

    Audience outreach is a numbers game – so what do the numbers look like?

    New contacts a month


    Average Open Rate


    Response rate

    Avg Meetings Booked per month

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    Learn more about BDaaS

    From generating top of funnel awareness, to booking bottom of funnel sales meetings, BDaaS manages the complete outreach process for you through a combination of technology, team and tactics.