From B2C to B2B: Launching a Successful Global Advertising Platform for Restaurants

How We Built, Launched and Grew a New B2B Product to Profitability

  • It was a moment where we had to pivot or perish. For a global app provider where I was Marketing and Business Development Lead - and later Head of Sales and Marketing - we had decided to launch a brand-new B2B advertising platform. Our goal: save the company (the stakes were high).

    - a bold departure from the company’s B2C roots.

    Under pressure, we were building a new business model, recruiting a new team, and creating a sales strategy - all within an existing organization.

    1. No B2B Identity: The company was known as a B2C platform. Internally and externally, the shift to B2B required a complete rebranding effort.

    2. Building a Sales Team from Zero: We lacked a sales team, so we had to recruit, train, and align a group of people to sell a product that was new to the market.

    3. No Strategy, No Playbook: There was no B2B marketing or sales strategy. Every process, from lead generation to closing, had to be invented, tested, and refined in real time.

    4. Global Complexity: Working across time zones and cultures added layers of complexity. Communication, retention, and adoption became daily challenges.

    Like many startups, we faced hurdles with customer retention, adoption, and team morale. We were a startup within a startup, racing against time and uncertainty.

    1. MVP Launch & Go-to-Market (GTM): We built and launched an MVP in record time, focusing on core features that delivered immediate value to restaurants. The GTM strategy was hands-on: direct outreach, pilot programs, and rapid feedback loops.

    2. Structuring Workflows: With project management, collaboration, and CRM tools, we standardized and automated workflows to reduce friction. Every process—from lead generation to onboarding—was documented, tested, and iterated.

    3. Gamification & Team Collaboration: To keep the team motivated, we introduced gamification: leaderboards, milestones, and rewards. Collaboration wasn’t just encouraged; it was embedded in our culture.

    4. Customer-Centric Iteration: We worked closely with early adopters to refine the product and pricing based on their needs.

    Above all, it took strategy, collaboration, and relentless iteration. We never gave up.

    1. Customer-Focused Service: Our competitors offered transactions. We focused on building strong customer relationships, ensuring restaurants felt supported and valued.

    2. Data-Driven Decisions: We used A/B testing, customer interviews, and usage analytics to validate changes. If something didn’t work, we pivoted quickly.

  • ✅ Revenue Growth to Profitability: Within months, the platform moved from zero to sustainable revenue, securing the company’s future. 

    🌍 Cultural Shift: The launch didn’t just save jobs; it restabilized the team and shifted the company mindset. We proved that innovation could come from within. 

    🤝 Operational Transformation: Cross-team collaboration improved dramatically. Marketing, sales, and product teams finally spoke the same language—data, feedback, and results.

Moral of the Story

Meaning Drives Revenue. This journey reaffirmed a core belief:

Profitability isn’t just about numbers; it’s about solving real problems for the right people.

We did more than launch a new product; we built a bridge between a brand identity based on B2C, and a future in the B2B hemisphere that also needed our input.

This required uniting two sides of the same product, and using our listening skills as a team to deliver on real requirements.

Want to Launch a B2B Product That Sticks?

At Kodamas, we help teams design scalable systems that reduce friction, improve communication, and make collaboration effortless. 

If your bug reporting or internal ops feel like chaos, let’s turn them into clarity.

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