GCN
BUSINESS MODEL REVISION
Roles and responsibilities for this project included project management, new business development, and account management.
The Grocery Coupon Network (GCN) is a digital hub for shoppers to find coupons, flyers, and promotions. It rapidly emerged as one of the fastest-growing coupon platforms, attracting over a million monthly visitors. Unfortunately, revenue and traffic plummeted when several Consumer Packaged Goods (CPGs) discontinued coupon marketing. As GCN approached its closure, I devised and led a final initiative to monetize the website.
To begin, we conducted a thorough audit, which revealed that despite a period of inactivity, GCN still had over 200,000 newsletter subscribers and 50,000 highly engaged followers. We realized that the value of GCN now lay not in its traffic but in its active and dedicated user base.
I decided to move away from selling advertising spaces to industry leaders. Instead, we offered marketing consulting services and comprehensive sponsored campaigns to brands looking to expand into new markets. Additionally, we introduced digital offers from affiliate partners, creating an additional revenue stream while providing high-quality content.
Embracing the new business model, GCN successfully launched campaigns in collaboration with various CPGs. Notable partners included VOSS Water, Take Two, Enjoy Life, Abbot’s Butcher, and Strong Roots.
