Building the platform was half of Breasy. The other half was the harder question for any SMB marketplace: how do you actually get small service businesses to find you, trust you, and buy?
The positioning problem
Service providers are skeptical by default — most have been burned by lead-gen platforms that overpromise and underdeliver. So the pitch couldn't be "more leads." It had to be "less overhead, more closed jobs." I built the positioning around the operator's real pain — coordination, quoting, and the anxiety of underpricing — not vanity lead volume.
The pricing architecture
I structured the offer as tiered bundles from $995 to $9,995. That did two things: it anchored value away from a race-to-the-bottom per-lead price, and it let a provider self-select by ambition. Pricing is positioning — the bundle told a provider what kind of business we thought they were.
The engine
Then I built the acquisition engine end to end: landing pages mapped to each segment, onboarding flows that connected the ad click to actual product activation (not just a signup), and paid campaigns across Google, Meta, LinkedIn, and YouTube. Underneath it, an analytics stack — Google Analytics, disciplined UTM tracking, Metricool — so every dollar of spend was measured against activation and ROI, not impressions.
What it produced
The motion drove Breasy's first inbound leads and customer activations, lifted close rate from 50% to 70%, and helped double revenue from $1M to $2M ARR.
The lesson I carried into OhDavid: for an SMB audience, go-to-market isn't a funnel you bolt on at the end — it's positioning, pricing, and product activation designed as one system. Get those three telling the same story and the ads finally start working.
By the numbers
- Tiered bundles $995 – $9,995
- Close rate 50% → 70% · revenue $1M → $2M ARR
- Full-funnel paid across Google, Meta, LinkedIn, YouTube
