Case Study
A Two-Sided Marketplace, Relaunched as One.
A K-12 tutoring platform needed to relaunch as a true two-sided marketplace and capture both tutor supply and district-side demand through organic search, without rebuilding what was already working.
- Industry
- K-12 Tutoring Marketplace
- Engagement
- Marketplace Launch Infrastructure
- Timeline
- Ongoing. Phase 1 in 4 months
- Status
- Anonymized
01 / Challenge
The platform served both tutors and district buyers, but the site treated them as one audience. The economics required scaling both sides through organic, paid couldn't carry the math at the unit-economic level the platform needed. The technical requirements for a true two-sided marketplace had never been written down; growth marketing was operating without the product foundation in place.
02 / Approach
We wrote the technical requirements document for the marketplace build (taxonomy, search, matching, reviews, payments), modeled the unit economics (tutor revenue share, district contract sizing, take rate scenarios), and built the programmatic SEO framework, 50 state-level service architectures with district-decision-maker content layered above. Tutor supply funnel was treated as a separate but infrastructure-shared problem.
- Marketplace Architecture
- Technical Requirements
- Financial Modeling
- Programmatic SEO
- Two-Sided Funnel Design
03 / Results
Phase 1 produced the architecture and content roadmap needed to relaunch. The district-intent content funnel is now positioned to capture procurement-stage administrators state-by-state, with shared infrastructure feeding the tutor supply side. The unit economics document is what the board now uses for strategic planning.
- Full marketplace technical requirements document, board-grade
- 4,200+ district-intent pages planned, 50 states mapped
- Tutor-revenue split (40/60) modeled with sensitivity analysis
- Two-sided funnel sharing core programmatic infrastructure
- Document set is the strategic foundation for the relaunch
“We had been calling ourselves a marketplace for two years. This was the first time someone made us write down what that actually meant.”Founder, K-12 Tutoring Platform