Case Study: Scaling TestHQ.com from $0 to $350K
Overview
TestHQ.com is a SaaS platform providing aptitude and psychometric test preparation for job candidates. When I joined, the project was at ground zero β no defined market positioning, no active users, and no established revenue streams.
Challenge
The platform needed a clear go-to-market (GTM) strategy, product-market fit validation, and a scalable growth framework. There was no structured messaging, Ideal Customer Profile (ICP), or marketing funnel, and the team lacked operational direction and cross-department alignment. At the same time, the founders wanted to maintain a lean cost structure and strong EBITDA performance during growth.
Approach
I led the complete GTM design and execution:
β Defined the Ideal Customer Profile (ICP) through quantitative research and behavioural analysis.
β Crafted the brand messaging and positioning to target both individuals preparing for corporate psychometric tests and educational institutions.
β Collaborated closely with the product team to refine the user journey and add features that improved retention and conversion.
β Built the marketing and operations infrastructure, including team hiring, SOP creation, analytics setup, and performance tracking.
β Launched full-funnel marketing campaigns (SEO, paid ads, content partnerships, and email automation) to attract and convert high-intent users.
β Maintained lean operations and low acquisition costs, ensuring all growth aligned with the ownersβ EBITDA and profitability goals.
Results
β Established a consistent 10β15% MoM (monthly growth rate).
β Launched a PPC channel with a ROAS of 1.5 | Got from 0 to 40k/monthly users, from zero to 25% sales coming from affiliates, working with email marketing, improving the best conversion rate in sale
β Built a fully remote, data-driven team operating efficiently across Product, Marketing, and Operations.
Key Takeaways
β Strategic alignment between product, marketing, and operations drives fast, sustainable growth.
β Defining the right ICP and message clarity early saves months of wasted effort.
β Hands-on leadership across departments ensures efficient execution and measurable ROI