About 

HRLinkit is a specialist IT service provider within the recruitment industry. They serve all the major recruiting and staffing companies across Europe with bespoke solutions and configurations across ERP, ATS and related systems.

Situation

As part of their corporate strategy HRLinkit had started to develop several inhouse products to enable recurring revenue streams next to their time & material heavy core business. 

In 2021 HRLinkit had developed Minggo.io - a low-code platform designed to create, manage and distribute recruitment touchpoints such as forms and landing pages at scale. 

While the initial response from customers during development and testing was positive, the commercial launch of Minggo.io had failed and the MRR target was lagging -78% behind budget. 

The packaging didn’t make sense to customers and the usage based pricing based on unique user logins was seen as unpredictable and not adequately reflecting the value delivered. 

Finally the core value proposition of Minggo - that it would reduce the cost of recruiting - was not creating the demand that HRLinkit leadership had hoped.

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We just didn’t have product market fit and we were a lot behind budget”

Carol Greens, Director of Sales & Marketing, HRLinkit

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What we did: Redesign & Validation

In close collaboration with an internal team in HRLinkit we redesigned the packaging and pricing model of Minggo over the course of 6 weeks from May 2021 to June 2021. The new design shifted the core value proposition from cost reduction to the speed of recruitment in a concept called ‘Candidate Velocity’. 

We then introduced a new usage based model that priced the candidate data generated by the frontends, but with a considerable price floor generated by flat fees for enterprise accounts. 

The price levels were scaled to be proportional to the underlying cost of the ATS systems of the customer base (the core workflow system of recruitment companies).

Finally we validated the new packaging and pricing with customers before supporting HRLinkit in a relaunch of Minggo throughout the rest of 2021.

Outcome: 325% MRR increase

The new packaging and pricing was accepted by the market and the new core value proposition centered around speed of recruitment enabled more value based conversations with customers. 

As a result Minggo reached the budget by the end of 2021, for a +325% increase in MRR within 6 months. 

In addition to this HRLinkit was able to sell a considerable amount of service hours in connection to the Minggo platform and boost the core T&M revenue on their accounts as well.

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The project pretty much hit every target we had”

Carol Greens, Director of Sales & Marketing, HRLinkit

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