Previous Wayra (Telefonica)
Appquality (now unguess)
We supported AppQuality (now unguess) in experimenting, validating, and scaling new, profitable, and repeatable Growth Activities with an 1000% ROI
#B2B SaaS #Europe
Company & Background
AppQuality (now unguess) is a crowdtesting company based in Milan, Italy focused on helping companies test their digital products through AppQuality’s existing network of over 500,000 testers worldwide.
Challenges & Needs
AppQuality found some traction on the main domestic market already, based on simple B2B outbound sales activities and through events, but had some issues to find next steps in their growth phase and wanted an external partner to explore opportunities with high velocity and fast reiterations.
Solutions & Impact
FFA worked with AppQuality on the Growth as a Service (GaaS) product and framework, which we reiterated for 48 weeks, executing a series of B2B outbound sales activities, going through different industries, channels, geographical markets, and many more. We generated 3000+ leads, 200+ meaningful interactions and 60+ leads (worth USD 10K+), in addition validated the best performing combination of variables set in the outreach.
These messages keep our motivation high and our team going strong
” FFA supported us to run a Growth Engine creating efficient and effective Minimum Viable Market Tests (MVMT) and helping us in the execution of the experiments on local, regional and international markets. Also a valuable sparring partner for our present activities, always challenging and questioning our status quo. “
Luca Manara
” FFA supported us to run a Growth Engine creating efficient and effective Minimum Viable Market Tests (MVMT) and helping us in the execution of the experiments on local, regional and international markets. Also a valuable sparring partner for our present activities, always challenging and questioning our status quo. “
Luca Manara
Founder & CEO | Appquality (now unguess)
Company & Background
AppQuality (now unguess) is a crowdtesting company based in Milan, Italy focused on helping companies test their digital products through AppQuality’s existing network of over 500,000 testers worldwide. Essentially, AppQuality adopts an Uber-like model to software testing.
AppQuality raised various seed rounds from European investors and reached profitability already. Previously they were incubated by global top 3 university-lead incubator PoliHub in Milan. To date they raised EUR 13.9M from seed funds and prominent VCs in Europe.
Challenges & Needs
AppQuality found some traction on the main domestic market already, based on simple B2B outbound sales activities and through events. While for sure they found product-market-fit (PMF), the next steps in the growth phase were a bit more tedious. What to do next? Which channel to activate? How to test the approach in other geographical markets?
- They had not kept track of all its metrics, specifically across combinations of heterogeneous growth activities, and in particular Customer Lifetime Value (CLTV) and Customer Acquisition Costs (CAC) deep down the whole funnel of those activities.
- They did not try to fully validate the full funnel of their existing activities, making it difficult to plan growth with budgets and expected outcomes of the activities
- They didn’t base the activities on current growth (like cold emailing, event and fair sponsoring and participation and strategic partnerships) based on best practices and with efficient tools and tactics.
Solutions & Impact
FFA worked with AppQuality on the Growth as a Service (GaaS) product and framework, which is structured in 3 phases:
- Growth Assessment & Setup (GA&S): To assess and map out past and current growth activities and come up with the levers and high-level objectives of the GaaS. In the case of AppQuality we had identified B2B outbound sales activities, participation to events and conferences and strategic partnerships with system integrators and for each identified key variables and validation of the steps in the funnels.
- Growth Engine (GE): With the help of our Growth Engineering Process, we have been designing experiments that help AppQuality to test and validate new growth activities or improve existing ones by implementing Minimum Viable Tests needed to achieve the results. Because of the very reiterative nature, we worked on an agile/scrum process by implementing the Growth Engine via so-called Growth Sprints (typically of 2 weeks each). With AppQuality we did 24 Growth Sprints.
- Growth Activities (GA): Once we validated a certain Growth Activity through the Growth Engine, we moved its execution into our last phase. During this phase, we want to accelerate the execution of those activities for the client and generate impactful growth. Given the validation of the activities, we provide very aggressive pricing focused on performance fees on the generated growth KPIs. For AppQuality e.g. we activated an Email Marketing Automation Engine for existing and new geographical markets on a series of industries and segments with performance-driven lead generation and contract closing fees.
The Impact:
We ran our Growth Engine for 48 weeks, we ran:
- B2B outbound outreach experiments on
- 11+ industries
- 3 geographical markets
- 5 channels, and in total generated:
- 3,000+ unique point of contacts, with
- 200+ interactions and
- 60+ leads (worth USD 50K+ in MRR)
But most importantly we came up with a generated a multivariate analysis and an advanced segmentation on all the outreach data, providing a very detailed information on the best performing combinations of all the variables utilized.