Strategic Initiative: Web.com was a subscriber based company with multiple product lines.  They bought the rights to an online Logo Creator product and had the number one Google rankings for many of the top logo terms, so the site had a lot of traffic.

Post-acquisition, the market became crowded with more viable competitors, and the logo software itself was designed in an old version of Flash, which the company could not update. The product did not generate significant profit despite high conversion rates given the low price point.

I developed a plan to use the Logo tool as a giveaway as an adjunct to a Website purchase.  I managed the team that redesigned and rebuilt the product on a budget of 200K.  There were a lot of complex algorithms in the logo creation aspect itself, but we managed to launch it within budget in 2011. 

Result: LogoYes became the top organic online customer acquisition channel in the company.