2019, San Francisco 🇺🇸
EdTech
Gonz Sanchez
VP Marketing, On Deck
Results
Reduced time-to-market from 4 weeks to 10 days
Launched two new membership programs within 60 days
Drove 100s of qualified opportunities via LinkedIn Ads
Overview
On Deck was a startup accelerator founded in 2019, dedicated to supporting aspiring entrepreneurs through curated education programs and a robust community platform. In 2021, the company secured $20 million in funding from investors including Founders Fund, Alumni Ventures, and NFX.
On Deck's mission was to foster a more inclusive entrepreneurial ecosystem by providing resources, mentorship, and networking opportunities to help entrepreneurs develop their ideas into successful businesses.
Their primary offerings include fellowship programs and community-building initiatives aimed at early-stage startup founders and innovators. Key competitors in this space included Y Combinator and Techstars; however, On Deck differentiates itself through its unique community-driven approach.
When I was hired as one of OnDeck's Growth Leads, they needed a dedicated person to own go-to-market — from launch, generating applications, and filling up paying seats — for three of their fellowship programs. This was a key, revenue-generating go-to-market approach to grant the next leg up of growth for the company.
Scope
During my collaboration with On Deck, I worked closely with the growth team to enhance their professional development offerings for tech leaders, streamline their operations, and amplify their marketing efforts. This engagement resulted in accelerated program launches, improved marketing efficiency, and optimized membership growth.
Month 1-2: Program Launches
Launched two new membership programs within the first 60 days, targeting key segments of tech leadership.
Reduced the time-to-market for program launches from four weeks to just ten days, enabling faster adaptation to market demand.
Month 3: LinkedIn Ads Revamp
Revamped the performance marketing strategy on LinkedIn to optimize campaign efficiency and drive qualified leads.
Designed and executed targeted campaigns that aligned with ODF’s unique value propositions for tech leaders.
This strategic collaboration established scalable processes, expanded ODF’s membership programs, and enhanced their ability to attract and retain high-quality members in the competitive professional development space.
Impact
This strategic engagement not only expanded On Deck's membership programs but also established scalable processes to sustain repeated launches.
Accelerated program launches: Reduced time-to-market from 4 weeks to 10 days, enabling faster adaptation to market demand.
Expanded membership offerings: Launched two new membership programs within 60 days, targeting high-impact segments of tech leadership.
Optimized LinkedIn ads: Revamped performance marketing strategy, driving qualified applicants through targeted and efficient campaigns.
This case study highlights how operational efficiencies and process restructuring can have real impact on time-to-market and revenue growth, especially in hypercompetitive markets.
