The situation
Spolto connects sports enthusiasts to coaches, classes, turfs, and facilities. It also runs organised sports programmes for businesses, schools, and institutions across India. When I joined, none of that had a digital presence. No search footprint, no brand awareness, no audience. The brief was to build one.
The work
I started with the foundation: website copy and positioning. Before running any campaigns or publishing any content, the product needed a clear voice and a distinct value proposition for each audience segment — individual sports enthusiasts, businesses looking for programmes, and schools or institutions. Each group needed a different frame, a different entry point.
Ahead of launch, I built over 300 SEO-optimised listing pages covering coaches, venues, and services across relevant geographies. The goal was to be findable from day one rather than growing into organic search over months. That pre-launch SEO work was probably the single most high-leverage thing I did on the project.
Social media and PR ran alongside each other. Social was end-to-end: strategy, content creation, and day-to-day execution. PR was focused on early credibility and local visibility in target markets.
On the performance side, I ran hundreds of ad copies across different services, price points, and audience groups. The organised recreational sports market in India is genuinely niche. The audience is specific and the channels that reach them efficiently are not the obvious ones. I mapped that out through testing, learning which channels produced volume versus which produced quality, and how to write copy that worked for each.
The results
Built a sustained lead pipeline for a niche product entering a competitive market from zero.
What I took from it
Launching in a niche market is mostly about specificity. Understanding exactly who you are talking to, where they already spend time, and what language gets their attention. Broad strategies do not work here. Precise ones do.