How do you lead a marketing agency with substantial expertise towards significant growth? When do you decide that enough time has been spent testing a service, and how do you turn it into a profitable business? These and many other questions have been tackled by Aamu Partners and the marketing and innovation agency Brandcrafty during their collaboration, which has lasted nearly two years.
Flexibly Transitioning into a Completely New Role
When the collaboration between Brandcrafty and Aamu began at the end of 2019, Brandcrafty was still a small player in the market, and its growth had been modest. However, an initial workshop illuminated Brandcrafty’s ambitious growth plans for Aamu. The goal was not to remain “just another marketing agency in Helsinki” but to build something bigger. Aamu Partners’ team, led by Ville, stepped into roles that did not yet exist in the firm. Aamu’s role was to continuously provide strategic support in finding profitable growth, act as an outsourced CFO, and even challenge the grand growth plans.
When 100% Growth Rate Isn’t Enough, You’re on the Right Track
In the first full fiscal year of their collaboration, Brandcrafty’s growth rate was over 100%. With Aamu’s support, the impact on cash flow improved tenfold without compromising on growth investments. The company’s finances were scrutinized, and knowledge was also spread among the operational team. “It’s crucial that everyone in our team understands where our business is built from. Clarity has helped visualize our finances and makes our daily operations easier,” comments Iira Jäntti, one of Brandcrafty’s founders. With the growth rate in the first quarter of 2021 again showing 100%, Aamu’s team is optimistic about finding the right direction. “When a hundred percent growth rate isn’t enough for the team, I know we’re on the right path!” laughs Poikolainen.
“The Next Big Thing”
Brandcrafty, aiming for robust growth, is still searching for “the next big thing,” but there are already ideas for guidelines. New services and products are being tested, and Aamu’s role is to assist both in developing existing practices and validating new services. Having identified the operational bottlenecks of the current business and distributed the responsibility for tackling them among the team, Ville and his team have freed up time and resources for the owners to focus on the company’s development. “It’s only a matter of time before the Clarity views are adapted to a new business logic,” speculates Jäntti.
Aamu Partners has adapted flexibly to changing situations and has always taken on the role that we most urgently need at the time.Iira Jäntti, Managing Partner