Tiptop Market — Marketing & Customer Acquisition Strategy

Tiptop Market will be positioned as South Africa’s smartest online shopping destination – combining marketplace breadth with premium reliability. The brand will convey trust, innovation, and accessibility.

Section 7 · Business Plan

Marketing & Customer Acquisition Strategy

7.1 Brand Positioning

7.2 Customer Acquisition Channels

Channel	Year 1 Budget	Strategy	Target CAC
Performance Marketing	R12M	Search, shopping, social ads with ML bidding	R180–R250
Influencer & Content	R4M	Micro-influencer partnerships, unboxing content	R150–R200
Referral Programme	R3M	R100 credit for referrer and referee	R80–R120
SEO & Content	R2M	Product-led content, category guides	R30–R60
Partnerships & Affiliates	R3M	Cashback apps, bank rewards, media	R100–R180
PR & Brand Building	R4M	Launch event, media, thought leadership	Brand awareness
CRM & Retention	R2M	Email, push, loyalty programme	R0 (retention)

7.3 Seller Acquisition

The Seller Growth Programme targets 800 sellers in Year 1, scaling to 14,000 by Year 5. Elements include zero-commission first 90 days, free product photography and listing optimisation, seller education webinars, dedicated account management for top-tier sellers, and integration with Sage, QuickBooks, and DEAR inventory software.

Figure

Chart — visualised from the accompanying data.

Figure 7.1: Customer & Seller Network Growth Projections

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