Growth Strategy for Gudwork
Developed a growth strategy for Gudwork, by conducting research on the freelancing industry and consumer behavior to develop a 3-month plan to start growth strategy. Created a content calendar and metrics for web traffic.
San Francisco, California
2022
Internet Marketplace Platform
30+
Project Overview
This marketing strategy project was completed for Gudwork, an Antler backed startup that connected students and employers on a freelancing platform. I consulted with the Gudwork team to develop a growth strategy backed on target consumer and competitor research.
Context
Gudwork is a freelance marketplace that connects college students with flexible, freelance opportunities from startups and small businesses. The platform enables employers to access an emerging talent pool of students, so they can gain experience by working on short-term, flexible projects while simultaneously developing their skills.
Kickoff
Process
Understanding Gudwork's Vision
Goals
Develop trust in Gudwork’s marketplace platform, increasing user adoption and becoming the #1 trusted source of emerging freelance talent.
Oversee the day-to-day management of media channels and SEO
Analyze, strategize, and grow Gudwork’s competitive position
Translate strategy into actionable goals for performance and growth helping to implement organization-wide goal setting, performance management, and annual operating planning leveraging OKR methodology
Market Research Insights
32%
Creative
Photo, video, social media content creation
27%
Design
Graphic design, product design, UI/UX, web or mobile design
25%
Marketing
SEO, email, writing, lead generation, public relations
25%
Programming & Tech
Web or mobile development, IT, cybersecurity
Interview Insights
Gen-Z has limited time to work on projects outside of school for career development
Doing project based gigs with smaller companies seems to fit well for students due to flexible model and work style
Feelings of being able to grow, be very hands on and interactive, work with different team members, flexibility, etc.
Gen-Z values communication and transparency
The lack of transparency after job applications are submitted is a big point of frustration and challenges
No status updates, lack of response from most places applied to, etc.
Gudwork should communicate the platform’s ability for direct, frequent communication between startups and students
Gen-Z is attracted to seeing their peers reach similar goals to themselves
Goals and freelancing seem unattainable or too much work if they haven’t seen peers or friends go through that experience
Have little knowledge about freelancing and how it really works
Gudwork should showcase freelancer profiles and work to make a connection with Gen-Z students and their own skills