Neat partnered with MTN Stone during an early stage of growth to establish a disciplined foundation for acquisition and experimentation.

As the business evolved, the engagement expanded into a broader growth system — designed to support increased spend, higher traffic volumes, and more complex decision-making without sacrificing efficiency or predictability.

When we began working with Neat, the business was still early in its growth journey. Demand was emerging, but the primary challenge wasn’t scale — it was structure.

Acquisition efforts were active, but learning cycles were inconsistent and difficult to translate into repeatable progress. Conversion and lifecycle considerations existed, but they weren’t yet integrated into a cohesive system.

The team needed to grow, but not at the expense of future flexibility or control.

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Rather than pushing for immediate scale, we focused on sequencing decisions correctly — ensuring the system could support growth before asking it to perform under pressure.

Re-establishing the growth sequence

We began by mapping the full acquisition-to-conversion flow to identify where inefficiencies and volatility were compounding. This allowed us to prioritize foundational improvements before increasing complexity or spend.

Narrowing focus to controllable variables

We constrained testing to high-leverage inputs, reducing noise and improving signal quality. This made learning cycles faster and more transferable across channels.

Designing for stability, not just efficiency

Each decision was evaluated against second-order effects — including downstream conversion, lifecycle impact, and operational load — rather than short-term gains in isolated metrics.

The goal wasn’t optimization for its own sake, but confidence in decision-making as volume increased.

The engagement resulted in a clearer, more durable growth operating system:

• A structured acquisition framework aligned with conversion capacity
• A testing methodology focused on signal quality over volume
• Performance guardrails designed to reduce volatility as spend increased
• Conversion and lifecycle systems built to absorb higher traffic without degradation

This structure allowed growth efforts to evolve as the business matured, rather than breaking under increased pressure.

As the system matured over multiple quarters, performance became more stable, predictable, and scalable:

• Customer acquisition costs stabilized despite sustained increases in spend
• Variance in week-to-week performance decreased, improving forecast confidence
• Acquisition efficiency was maintained as volume increased
• Testing velocity improved while reducing low-signal experimentation
• Conversion and lifecycle systems absorbed higher traffic without degradation

Together, these shifts allowed the business to scale with greater control and significantly less risk.