$0.41 MQLs and 10+ sales: the Loome installment-sales ERP case
Installment-sales ERP
We tested the idea in the market and reached sales: $0.41 per MQL, 10+ sales
$0.41 MQLHow do you take an ERP for installment sales to market? In the Loome case we ran a full Go-To-Market, from the name to the sales team: applications that passed a 10-step filter came in at $0.16, MQLs at $0.41 (the forecast was $10–15), and there were 10+ sales.
$0.41
Cost per MQL (forecast: $10–15)
$0.16
Cost per application (after the filter)
10+
Sales
Fact sheet
Situation
Loome — an ERP for stores that sell on installments — ran a full Go-To-Market with us: filtered applications came in at $0.16, MQLs at $0.41 (the forecast was $10–15), and there were 10+ sales. Below we show what we did from scratch — from the name and brand to the sales team.
Loome is an ERP for stores that sell on installments (buy now, pay later): every process from inventory to finance and CRM in one system. The project was started by a developer-founder who invested in it on top of his main job.
I had written a forecast on LinkedIn that the installment-sales ERP niche was empty. After the post, three IT companies got in touch — the big ones hesitated. Then on May 30 a founder working on exactly such a product wrote: "I have a product and want to test it. What would a Go-To-Market look like?" We met online the same day.
The situation: the product existed, but there was no name, brand, pricing structure, sales team or go-to-market plan.
Execution
- Product and pricing — Naming (Loome), a pricing strategy and tripwire features — to introduce the customer through a small, cheap first step.
- Brand — A full brandbook and SMM.
- Sales system — Marketing and sales strategy, building the sales team.
- Performance marketing — A lead form with a 10-step filter via Meta Ads: to leave an application, a person answers ten questions about their business.
Results
Conclusion
Over one month, the MQL came out more than 25 times cheaper than forecast. The founder then paused the project for ~15 days to strengthen the product; now we're back in an aggressive Go-To-Market phase.
Who is this approach for? Startups that have a product but no name, brand, pricing or sales system yet — especially B2B SaaS projects entering an empty niche.
1. In an empty niche, demand is confirmed by numbers. A $0.16 application even after a 10-question filter proves the pain is real.
2. Those who wait lose. While large companies were still thinking, one founder acted and entered the market.
3. Code is half the product. Without a name, brand, pricing and sales team, even the best system won't sell.
More on the niche: The installment-sales ERP market.
About the author. Safarmurod Abduroziqov is the founder and CEO of AURA Digital: 6 years in marketing, 50+ IT projects, ~$1M in managed ad budget. Telegram · LinkedIn
FAQ
What kind of product is Loome?
An ERP for stores that sell on installments: inventory, sales, payment schedules, receivables, finance and CRM in one system.
What was the cost per MQL?
$0.41. We had forecast $10–15 for this niche.
Which services were provided?
Naming, branding, marketing, sales and pricing strategy, tripwire features, SMM, sales team and performance marketing.
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