Case studyAvasam / SaaS growth & monetisation
A new revenue model. A simpler way to start.
From design and product experience to subscription monetisation: building growth across an ecommerce SaaS platform.
- Monthly recurring subscription revenue
- ~£20K
- BigCommerce partner investment
- ~$100K
- Marketing budget for Click-to-Launch
- ~$50K
- Users onboarded in the first month
- 150+
After adoption stabilised
Through Click-to-Launch
~ denotes approximately.
01 / Context
Working across marketing and product.
Avasam connects ecommerce sellers with supplier products. I joined during a company rebrand, implementing the visual identity and creating internal brand guidelines. My work expanded into website ownership, product UX and marketing operations.
Across four roles, I moved from individual creative assets to acquisition funnels, partner marketing and commercial initiatives. That combination of product understanding and marketing execution shaped the work that followed.
- 40+ animated assets and website design
- Adobe XD prototypes and developer collaboration
- HubSpot lifecycle communication and retailer onboarding
02 / Subscription revenue
Turning a free platform into a recurring revenue stream.
Avasam was initially free to use, with revenue primarily coming from supplier sales commissions. I proposed paid subscription tiers to create more predictable recurring revenue, presenting the structure, pricing and potential commercial impact to senior leadership.
Once approved, I led the initiative across product and marketing. The work connected pricing decisions with billing functionality, promotional codes, marketing offers and a phased migration of existing users. The wider project took approximately 16–18 months.
- 01Subscription structure & pricing
- 02Product requirements & billing
- 03Offers & rollout
- 04Existing-user migration
Outcome
After adoption stabilised, the subscription system generated approximately £20,000 per month in recurring subscription revenue, becoming one of Avasam’s major revenue streams.
03 / Click-to-Launch
Removing the steps between signing up and selling.
New sellers needed to create an Avasam account, set up an ecommerce store, connect the systems and import products. Those separate technical steps created onboarding friction.
I helped develop and lead Click-to-Launch with BigCommerce: a way for users to receive a store pre-integrated with Avasam supplier products. My role covered concept development, pitching, UX and product-flow design, partnership coordination, internal project leadership and the marketing launch.
- Coordinated development and marketing activity with BigCommerce
- Created landing pages and launch communications
- Used observed onboarding friction to inform further iterations
Outcome
The initiative involved approximately $100K in partner investment and approximately $50K in marketing budget. It onboarded 150+ users in its first month. The partnership later received Partner of the Year recognition.
04 / Product growth
Using behaviour to find the next improvement.
I used behavioural data, interaction patterns, friction analysis and sales-team feedback to identify problems in onboarding, navigation and product discovery.
Working with design and development teams, I translated those findings into platform improvements and broader redesign work. Campaigns and lifecycle communications supported the journey from acquisition to activation.
- Onboarding and seller activation
- Navigation and product discovery
- Website optimisation and partner marketing
Supporting the story