Espaniero Online (EdTech, Spain)

From Family Hustle to Scalable Growth

Business Strategy, Product Design & Fractional CSO Support

The Challenge

Espaniero was a thriving, founder-led EdTech business offering Spanish language education. Despite strong demand and community roots, the business faced:

Lack of strategic focus
Fragmented product and marketing structure
Informal sales processes
Limited insight into growth and retention drivers

The founders were ready to scale — but lacked the systems and structure to do so.

Our Intervention

Our collaboration evolved from early strategic facilitation to ongoing, hands-on CSO leadership:

1. Strategic Vision & Foundation

Led a founder-driven strategy sprint to align on:

Core values and leadership traits
5-year vision: mission, audience, products, and delivery model
SWOT and Business Model Canvas
Role clarity and function mapping (As-Is → To-Be)

Outcome: Clear strategic direction and roadmap for new products and geographic expansion.

2. Product Design & Personas

Facilitated a product strategy workshop to launch Espaniero Language Club:

Applied HDPD (Hypothesis Driven Product Development by Alexander Cowan) and the Value Proposition Canvas (by Strategyzer AG)
Defined 6 user personas with full strategic canvases

Outcome: Validated product-market fit and ready-to-launch structure.

3. Marketing & Growth Strategy

Built a data-driven marketing playbook:

Funnel design: acquisition, activation, retention
Mapped Customer Journeys and core touchpoints
Defined messaging, key channels, and metrics
Reworked campaign structure and conversion KPIs

Outcome: Focused marketing plan with measurable performance indicators.

4. Fractional CSO Engagement

Became an embedded strategy lead:

Revamped sales operations and incentive model
Mentored Head of Sales and introduced a weekly rhythm of business
Built integrated CRM/ERP reporting dashboards in Looker
Launched structured customer research (50 interviews, WSJF prioritisation)
Introduced NPS, eNPS, and LTV tracking

Outcome: Strategic clarity, operational control, and actionable insights across the team.

The Impact

2× Revenue Growth
15% Reduction in Costs
Increased Retention & Lower Churn
Team Alignment & Dashboard-Based Decision Making