Cheddar: 0 to 300k Users in 15 Months
The Challenge
Scale up a B2C cashback venture from scratch.
- 1Greenfield opportunity to scale a new venture within CBA's x15 innovation arm
- 2Need to prove unit economics viability for retail cashback and loyalty venture
- 3Build credibility with affiliate networks and global brands to feature the best offers
- 4Competition from established cashback players in the market
The Approach
Defined commercialisation strategy, stood up analytics, led card-linked product team end-to-end.
Strategy Definition
Developed comprehensive commercial strategy covering market positioning, unit economics model, and growth trajectory.
Analytics & Finance Team
Built analytics team from scratch and established analytics infrastructure to measure key metrics and inform commercial decisions.
Product Development
Led end-to-end development of card-linked offers platform, integrating with payment infrastructureaustr
Scale & Funding
Drove user acquisition to 300k, established unit economics framework, and secured additional funding from Group Execs.
The Impact
300k users, unit economics framework in place, $3m Truyu funding secured.
Key Takeaways
"Venture building requires both strategic vision and highly responsive execution"
"Customer acquisition and revenue economics must be proven early to secure ongoing investment"
"Analytics infrastructure is foundational for scaling consumer products"