"I was looking for deep knowledge on marketing mobile apps. I’ve always known that as a marketer, you need to run tests to determine what works and what doesn’t. I don’t have that kind of time or money, so I opted for a smarter approach — to consult experts who’ve been there before." — Esther Kuperman
An established marketing leader who’s building Sociidot — a mobile app that helps users pursue their hopes, goals, and dreams by turning their journeys into stories.
Quick Facts:
- Industry:
- Mobile, Marketing
- Location:
- New York City
- Clarity Member Since:
- December 2012
Clarity Stats:
- Call Data:
- $1,000 spent; 14 calls
- Advice Sought:
- mobile marketing, technical strategy, UX, gamification
Core Results:
idea validation, direct feedback, effective marketing tactics, transparency into technical process
ROI:
"I was looking for really deep knowledge — beyond generic marketing strategy. It made sense for me to consult experts who’ve been there before. My original thought was that I’d save time and money — from the early results I’ve seen, that’s definitely happening."
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Esther always knew that she wanted to be an entrepreneur but always believed that she needed to ‘pay her dues’ and ‘work her way up.’ After years as a marketing and brand experience designer, she felt a strong passion to build her own products. After trying out some ideas, she figured out her true calling — an app called Sociidot.
"I ask people how many hours a day they spend doing what they love. The answer? Most people say 10 minutes. Others — one or two hours. That’s why I created Sociidot, a resource that helps people move towards their passions and goals. "
Life Before Clarity
Esther’s goal was to find as many subject matter experts as possible. The process, however, was highly inefficient.
"I would meet people at networking events or through referrals. It was old-school, and very time-consuming. The reason to get advice is to save time and money in the future."
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Esther knew that she needed a strong marketing plan but did not have the complete budget to test out her plan in detail.
"I was looking for deep knowledge on marketing mobile apps. I’ve always known that as a marketer, you need to run tests to determine what works and what doesn’t. I don’t have that kind of time or money, so I opted for a smarter approach — to consult experts who’ve been there before."
Esther makes every piece of advice her own.
"Even if the concept doesn’t apply to my app, I can adapt it."
Key Calls
Several key moments helped push Esther forward:
Chris Bruce — Entrepreneur, Developer
Process of building an app
Seth Berman — Director of Global Marketing at BabyCenter
Go-to market strategy
Ameet Shah — Founder of Five Mobilet
Gamification
Kate Kendall — Founder & CEO of The Fetch
Audience-building
Jamal Ashraf — Founder of Esgut
Mobile App Development
"When you’re an entrepreneur, it pays off to consult experts with deep knowledge in their fields. It’s a no-brainer to get feedback on Clarity before you test out multiple marketing tactics."