Een nieuwe doelgroep bereiken
House of Covebo is een familie van 9 bedrijven die zich richt op het plaatsen van uitzendkrachten in de bouw, techniek, productie en logistiek. Maar met name in de bouw en techniek kiezen steeds meer werklieden ervoor als zzp’er aan de bak te gaan. House of Covebo ziet in deze doelgroep een interessante groeimarkt. Een online marktplaats waar bedrijven klussen aanbieden en zzp’ers klussen kiezen, lijkt een logische zet om die markt aan te boren. De arbeidsbemiddelaar schakelde Freshheads in voor concept, design en technische realisatie.
Een online marktplaats die nog geen marktplaats is
Hoe begin je met het lanceren van een nieuwe online marktplaats? Simpel, door géén online marktplaats te bouwen. In plaats daarvan ontwikkelden we in 6 weken een relatief simpele website, die alle zzp-klussen bundelt die de losse bedrijven van House of Covebo al open hebben staan in de bouw en techniek: Aanpakkers.nl. Zzp’ers zoeken eenvoudig in het grote klusaanbod. Zit er een interessante klus tussen? Dan vullen ze een kort formulier in. Met de inhoud van dat formulier meet House of Covebo de kwaliteit van de lead, waarna recruiters de kwalitatieve leads koppelen aan opdrachtgevers. C’est ça. Voordeel voor zzp’ers: in de zoektocht naar een nieuwe klus hoeven zij slechts één website te checken. Voordeel voor House of Covebo: zij treden met één merk naar buiten om zzp’ers te activeren en binden, en op basis van de ingevulde formulieren wordt heel inzichtelijk of het platform de juiste mensen bereikt.
Een half begin is het beste werk
“Voordat House of Covebo all-in zou gaan op het idee van een platform, wilden wij eerst weten: ligt hier daadwerkelijk een behoefte en businesskans?”, aldus Roel Tuerlings, digitaal strateeg bij Freshheads. “Terwijl er nog geen compleet platform staat, komen de leads al wel binnen en worden ze geholpen. Zo boort House of Covebo nu al de groeimarkt van zzp’ers aan.” Carolien Schoenman, projectmanager zzp bij House of Covebo: “Het is uitdagend om van een wild eerste idee - een nieuw platform - tot een concrete oplossing te komen. Er zijn zoveel richtingen die je op kunt gaan. Freshheads weet in welke stappen je het best naar een succesvol platform toewerkt. We kozen voor Freshheads omdat zij Werkspot en YoungOnes hebben ontwikkeld, en die rijke ervaring betaalt zich zeker uit.”
Na een maand groen licht op basis van data
Binnen een maand na livegang van Aanpakkers.nl kregen we antwoord op de vraag of zzp’ers behoefte hebben aan een dergelijk platform. “Het aantal kwalitatieve leads dat we binnenhalen en plaatsen, is aanzienlijk en conform onze doelen”, vertelt Roel. “Niet alleen haalt House of Covebo hiermee direct inkomsten uit deze nieuwe doelgroep, maar ze doen inzichten op over wat aanslaat, én zetten supersnel een sterk merk neer in een markt waar mogelijk nog andere kapers op de kust zijn.”
En nu: toewerken naar hét zzp-platform in de bouw
We houden de funnel continu in de gaten: van conversie naar lead naar match. Roel: “Met al deze inzichten bouwen we de website nu heel gericht uit tot succesvol vraag- & aanbodplatform dat zzp’ers ondersteunt bij alle taken rondom zzp’en.” Mark our words: in 2030 is elke freelancer in de bouw en techniek een Aanpakker.
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