dreamwork.01 / MARKET PLANNING
Prioritised pilot markets
Structured a staged approach within a wider seven-market expansion scope, allowing a narrower initial test.
OUR WORK / EDUCATION & EDTECH
Planning customer acquisition across markets
A practical, market-sensitive paid acquisition programme designed around trial-class interest, educational demand and a measurable enrolment pipeline
Independent consulting engagement · Multi-market planning and Meta acquisition
CHAMP CODE ACADEMY / THE STORYFrom market priorities to a structured lead-to-enrolment journey
Business context · Challenges · Approach · Execution · Impact
7Markets considered in campaign planning
3Markets in the initial pilot scope
4Defined pipeline stages: Lead → TA → TD → Won
The context
Education demand varies by market, calendar and customer decision-making.
Champ Code Academy offers coding education for children and explored digital acquisition across Singapore, Malaysia, Hong Kong, the UAE, the Philippines, Australia and New Zealand.
The programme required disciplined prioritisation: market conditions, parent enquiries, trial-class progression and the budget available for testing all mattered.
The challenge
Build a measurable acquisition approach without spreading spend too thin.
Different markets have different competitive conditions, school calendars and acquisition economics. A uniform approach would risk overlooking local context, particularly the effect of exam periods on demand.
The scope also changed as budget constraints tightened, making phased testing and funnel visibility important.
Our approach
Prioritise a pilot, test demand and evaluate progress beyond the first lead.
Rather than launching every market equally, the programme was structured around a three-market pilot, with Meta as the initial paid channel.
Measurement was aligned to a lead-to-enrolment pipeline: Lead → TA → TD → Won. Stage definitions and source-data quality would need to be validated with the client before drawing conversion conclusions.
What we did
02 / CHANNEL STRATEGY
Focused on Meta acquisition
Kept the channel scope deliberately focused rather than adding unnecessary integration or operational overhead.
03 / FUNNEL DESIGN
Mapped the enrolment journey
Defined tracking around Lead → TA → TD → Won to frame conversations about lead quality and progress toward enrolment.
04 / BUDGET DISCIPLINE
Adjusted plans to constraints
Planned around regional budget allocations and a reduction in total available spend, with sensitivity to exam-season timing in Hong Kong.
The impact
A clearer execution framework; final commercial outcomes remain unverified.
The documented work establishes seven markets considered, an initial three-market pilot scope, a Meta-first campaign direction and a four-stage enrolment pipeline.
A budget reduction from approximately S$30,000 to S$15,000 was an important planning constraint, not a performance improvement or cost-saving result attributable to the programme.
Verified final enrolments, cost per enrolled student and campaign ROAS were not supplied. These should be added only after client-approved reporting is available.
This case describes planning and implementation scope from a consulting engagement. Pilot delivery milestones and final enrolment results require confirmation; no enrolment growth, ROI or other unsupported outcomes are claimed.