Local Deals Platform Launches Two-Sided
A community platform for local deals and offers faced the classic chicken-and-egg problem: no merchants without shoppers, no shoppers without deals. We designed a phased launch that built both sides in order.
1The Challenge
The platform needed local businesses to commit offers before there was an audience to see them, and needed consumers to download before there were deals worth browsing. A single big-bang launch risked landing empty on both sides and burning the concept's one first impression in a tight-knit community.
2Our Approach
We sequenced the launch in three phases. First, a merchant-facing push with a simple onboarding kit — poster, explainer video, and a one-page pitch — signed up founding businesses quietly. Second, a public teaser campaign built curiosity around 'what's coming to our town' without revealing the catalog. Third, the public launch landed with real deals from recognisable local names already live. Daily deal-spotlight content kept both sides engaged through the critical first months.
What made this unique
- Two-sided launch plan covering both merchants and shoppers
- Locally rooted brand voice that speaks the community's language
- Merchant onboarding kit that made joining effortless
- Launch-phase content engine sustaining daily deal visibility
Emotional drivers
- Smart saving
- Community pride
- Discovery