Developing a B2C marketing strategy for an AI startup : case company: Vocalo AI
Amin, Raisa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420148
https://urn.fi/URN:NBN:fi:amk-2025060420148
Tiivistelmä
The aim of this thesis was to find out how can an early-stage startup develop a practical B2C social media marketing strategy to gain users and brand growth. This study was conducted for Vocalo AI, a newly established digital language-learning startup focused on improving spoken English by AI-powered conversation tools. The company did not have a structured marketing plan, making the need for a clear and actionable strategy essential to its growth.
The theoretical framework for the thesis draws upon Integrated Marketing Communication (IMC), Porter’s Five Forces, SWOT analysis, and the SOSTAC planning model. The research was carried out using a qualitative approach, with three semi-structured interviews conducted on May 18-19, 2025. The interview involved both the co-founders and the startup’s marketing lead. The interviews lasted between 35-45 minutes and provided insight into the startup’s marketing goals.
The results of the study include a B2C social media marketing plan tailored for Vocalo AI. The plan is made using the SOSTAC framework. The key findings highlight the importance of audience-specific content and consistent engagement.
In conclusion, this thesis shows how early-stage startups can develop a scalable marketing strategy. The plan also serves as a model for similar companies aiming to establish their digital presence.
The theoretical framework for the thesis draws upon Integrated Marketing Communication (IMC), Porter’s Five Forces, SWOT analysis, and the SOSTAC planning model. The research was carried out using a qualitative approach, with three semi-structured interviews conducted on May 18-19, 2025. The interview involved both the co-founders and the startup’s marketing lead. The interviews lasted between 35-45 minutes and provided insight into the startup’s marketing goals.
The results of the study include a B2C social media marketing plan tailored for Vocalo AI. The plan is made using the SOSTAC framework. The key findings highlight the importance of audience-specific content and consistent engagement.
In conclusion, this thesis shows how early-stage startups can develop a scalable marketing strategy. The plan also serves as a model for similar companies aiming to establish their digital presence.