IT-startup_SonetPlan

Role

CMO (B2B SaaS)
Challenge

A development team from Kazakhstan created a “smart social network for business” — a SaaS product with AI features for networking and collaboration.
Challenge: Launch the new product into the competitive Russian market, already saturated with traditional CRMs and corporate social networks, leveraging the opportunity created by LinkedIn’s blockage in Russia.
Solution
Go-to-Market Strategy for B2B SaaS:
- Segmented the target audience: small and medium businesses, IT and service companies.
- Built the Customer Journey: from free access → subscription → upsell on advertising and partner services.
- Developed a 12-month market entry roadmap.
Monetization Model:
- Designed a subscription-based monetization model with differentiated plans for companies and individual professionals.
Advertising Platform Concept:
- Defined requirements and business processes for selling and placing ads within the network.
- Developed ad formats: native integration, promo communities, and targeted posts.
- Integrated an ad management dashboard for business users.
Product Positioning:
- Positioned the platform as “Smart Business Network 2.0”, emphasizing AI algorithms for contact and project matching, distinguishing the project from traditional social networking.
Business impact
- Product launched in 2018, backed by a clear go-to-market strategy that minimized launch risks and optimized marketing investments.
- Opened a new revenue stream through an in-network advertising platform, increasing revenue potential by 30–40% over the base subscription model.
- Positioned the product as an innovative alternative to LinkedIn, enhancing its appeal for companies targeting local and CIS markets.
Links

Project website
HABR article