Introduction
This Telegram channel was among our first projects launched with the goal of generating profit.
Key Features
Tasks involved in creating an investment-focused community included:
- Coming up with a name, developing a logo and brand identity
- Defining key project requirements
- Preparing a content plan and core categories
- Selecting an editor with expertise in investments
- Appointing a team member responsible for traffic acquisition
- (The assignee creates ad creatives, tests them, and reports on results)
- Estimating payback period, monthly revenues, and expenses, and approving the traffic acquisition budget
- Monthly financial analysis of performance
Implementation
- The name "ProInvest" was chosen to reflect the core philosophy of the channel. "Pro" signals expertise and boosts trust and prestige among users, while "Invest" clarifies the focus on investment news.
- The initial project requirements were established as is standard for all our projects—they set the entire operational framework, and the content plan is tied directly to them.
- For this project, the editor was sourced from the open market. Our selection process usually involves screening about 60 candidates, reviewing their CVs and case studies, shortlisting 3–5 of the best, and having them each submit a test content piece. We then analyze audience reactions to these test pieces on our other platforms (if the channel hasn’t launched yet). The best candidate is chosen based on these results. Sometimes, an editor may work across multiple social networks.
- The traffic acquisition process is described in detail in a previous case; the approach here was the same. Since this was an early project, traffic was acquired as advertising was sold, but the core model has always remained the same.
- The projected payback period for the project was 17 months. Fixed costs were about 10,000 RUB (approx. $104) per month for the project manager (responsible for requirements, ad placements, sales, and traffic), and 3,000 RUB (approx. $31) per month for the editor.
- In the first month, a total of 245,785 RUB (approx. $2,550) was invested, but no revenue was generated. Only in the second month did active sales begin. 200,292 RUB (approx. $2,077) was spent on traffic acquisition, while ad sales totaled 115,489 RUB (approx. $1,198), resulting in a financial outcome of -84,803 RUB (approx. -$880), which is 65% less than the first month’s investment.
Results
- Over the project’s lifetime, a total of 1,645,119 RUB (approx. $17,070) was spent on traffic acquisition and related expenses.
- Total revenue over the project’s existence amounted to 1,841,630 RUB (approx. $19,102).
- The project broke even in 14 months and began to deliver substantial net profit through ad sales.
- As of September 1, 2023, the project was still active, but since traffic acquisition was no longer targeted and relaunch was deemed impractical, it was decided to sell the project.
It’s also worth noting that, beyond standard monetization strategies, the channel promoted its own info products and courses, generating around 1,000,000 RUB (approx. $10,370) in additional profit. However, these info products were treated as a separate project and not included in the core financial model.
