No pipeline or outbound motion
Almost no structured outbound for years despite a growth role — new employer acquisition was passive.
GE · KR2Growth Experts · March 2026
PICSA — foundations for scale
Passive Investment Club South Africa: partner success, pipeline, and mission-led marketing — strategy and foundations first, then phased execution.
“We’re going to break the back of poverty in South Africa.”— Peter, PICSA founder — mission that drives employer partnerships and member financial wellness
Discovery echo
Where PICSA is today
Strong mission and employer love when PICSA is in the room — but structural gaps held growth back. Here is what we heard and how the three key results respond.
Account management diluted
Unclear ownership; partners not touched for long stretches; expansion within accounts (e.g. headcount) was easy to miss.
GE · KR1Marketing and collateral thin
Mostly LinkedIn and a quarterly newsletter; website and sales deck dated — hard to match the quality of the mission.
GE · KR3Onboarding and geography
Site-visit bias and product flows slowed national scale; WhatsApp and materials need a sharper pass.
GE · KR2 + roadmapCulture and agency
Years in “maintain” mode reduced proactive ownership — leadership is resetting; systems and partners must match.
GE · All pillarsNorth star
Where PICSA is headed
Leadership’s ambition isn’t incremental — it’s step-change scale over roughly the next three to five years. As a directional benchmark for planning (to be refined with Lohan and the board), think in the range of roughly 4×–8× today’s member employee base — while deepening the ~100 employers you already serve, not only adding logos.
Depth in existing partners
Capture full headcount and upsell moments — including employers who grew while PICSA’s footprint didn’t (the “hidden employees” pattern from discovery).
Density in the Western Cape
Own the home region — agriculture and current partner strength — before and alongside the next wave.
New sectors and provinces
Systematic expansion into Gauteng, KwaZulu-Natal, and verticals beyond the WC stronghold (retail, mining, security, logistics, and more).
Category clarity
Become the name low-income South Africans and employers associate with accessible, trustworthy group financial wellness — the obvious partner for employer-led savings and benefits.
We’re not here to guess your KPIs from the outside. North Star strategy sessions with Growth Experts are how we lock the strategic direction, reverse-engineer the organisation-level metrics that must move, and decide what fuel to put in the engine — then the first 90 days below build the operating spine (partners, pipeline, marketing) so that trajectory is credible for May 2026 and beyond.
Illustrative trajectory — numbers and timelines to be pressure-tested with leadership and the board.
Operating model
The first 90 days — then phases
We establish the strategic spine for each pillar, put systems and assets in place, and line up execution waves your team runs with Growth Experts.
1 · Foundations
CRM and AM operating model, pipeline definition, sales workshop, prospecting approach, website direction and messaging mock, narrative and deck structure, LinkedIn and newsletter upgrades.
2 · Phased execution
Scaled outbound, always-on content, site build or managed rebuild, deeper vertical plays, and measurement — after board narrative and team rhythm are clear.
3 · Internal partnership
Growth Experts works with PICSA’s marketing or growth lead so execution does not bottleneck on the CEO.
Capacity note: Sustained internal marketing or growth bandwidth, working closely with GE, keeps momentum after the first sprint.
Provincial expansion — how we sequence the story
Western Cape
Deepen agriculture and existing partner density — current stronghold.
Gauteng
Security, mining, retail, logistics — employer outreach and pipeline.
KwaZulu-Natal
Same vertical focus; repeat playbooks once WC rhythm is proven.
Three key results
What we build in each pillar
Concrete initiatives per key result. Use the KR1, KR2, and KR3 buttons above to switch pillars — each opens a different set of initiatives and 90-day outcomes on this page (not your browser tabs).
Key result 1
Partner success, expansion & referral rhythm
Partner ownership model
CRM RACI and territory or portfolio split across ~100 employer partners so every account has a named owner.
HubSpot quality control
Health scores, renewal and expansion stages, and activity SLAs — GE-assisted setup review.
Monthly partner newsletter
Replace quarterly-only cadence; newsletter-first rhythm with room for compliant personalisation later.
Upsell & deepen value
Expansion triggers (headcount, sites, products) and plays that grow share of wallet per employer.
Referral & story capture
Structured asks so employers spread PICSA in their networks; AM and field touchpoints feed proof and stories into marketing (KR3).
Within 90 days
Every partner visible in the CRM with a clear next owner and next action — so no account quietly goes cold and leadership can see coverage and accountability at a glance.
A steady monthly rhythm of useful partner communication that keeps customers updated and satisfied, while keeping PICSA top of mind when upselling opportunities arise.
Stories and proof from accounts captured in one place — ready for employer-facing comms, the website, and sales conversations without hunting through inboxes.
Key result 2
Pipeline, outbound & provincial growth
Sales process workshop
Redefine how PICSA sells and qualifies leads with leadership in the room.
Pipeline stages & cadence
Weekly inspection, ownership, and handoffs — named stages in HubSpot.
Prospecting & list building
Ethical, compliant lists across agriculture, mining, retail, security, logistics.
Multi-touch sequences
Email, LinkedIn, and phone where appropriate — with talk tracks and messaging hierarchy.
Provincial expansion narrative
Western Cape depth first, then Gauteng and KZN — board-ready geographic story.
Within 90 days
A repeatable, high-conversion sales process the team actually uses and reviews together. (view example here)
A named pipeline with clear stages and handoffs — so deals don’t stall in limbo, forecasts mean something in weekly reviews, and everyone knows who owns the next move.
Board-ready clarity on how PICSA opens new provinces and verticals — a sequenced story (depth in the Western Cape, then Gauteng and KZN) leadership can align on and fund with confidence.
Key result 3
Mission-led marketing, site direction & collateral
Website IA & proof
Structure, employer journeys, and proof points — Growth Experts can manage or execute the rebuild end-to-end.
Homepage mockup
Employer-focused messaging: owners who want their people saving and building wealth effectively. See homepage direction below.
Sales narrative & deck
Retire the 2023 deck; build a 2026 story that matches how employers decide.
LinkedIn system
Company and leadership profiles; pillar content and cadence.
Newsletter tooling
Evaluate Kit vs Mailchimp; migrate if it removes friction.
Testimonials programme
Case and story capture powered by the KR1 loop.
Within 90 days
A digital direction the board can see and react to — IA, employer journeys, and proof mapped so “what we’re building next” is explicit, not debated from memory.
Collateral that matches how employers actually decide — a 2026 narrative and deck that shorten explanation time and support consistent selling across the team.
Your internal marketing counterpart co-owning rhythm with Growth Experts — a sustainable cadence (LinkedIn, newsletter, testimonials) that doesn’t depend on the CEO carrying every comms decision.
Homepage direction
Illustrative employer-first homepage
A concrete visual direction for KR3 — employer-led story, proof, and next step — not final creative.
Roadmap
Beyond the first 90 days
Ideas for later phases with Growth Experts — ready when you are.
On-site–dependent growth
Virtual employer webinars and stronger WhatsApp assets; segment “must visit” vs digital-first. Equip provincial agents with kits so site visits convert more reliably.
WhatsApp & USSD
Audit flows, rewrite prompts, replace onboarding videos. Consider USSD for workers without smartphones — e.g. Connect Mobile (GE client precedent).
Paid media
When budget allows: LinkedIn / Meta tests to HR and employer audiences using story-led creative.
Social & LinkedIn depth
Revive or evaluate Meta; lift company and board profiles; invest in media production for more emotive creative.
TikTok / short video
Employee education and trust after a few strong stories; consider dedicated video or media support for consistency.
Culture & hiring comms
As CEO transition completes: align internal narrative and careers with the external growth story.
Polymorph & design
If concept design runs through Polymorph, GE owns the brief so site and campaigns share one story system.
Ask Mandla partnership
When timing fits: co-marketing and shared employer narrative for formalised domestic-work relationships.
Parked for later conversation: detailed POPIA or payroll consent packs; PICSA OS or product roadmap sync with external comms.
Engagement
$3,950/mo
Dedicated Growth Expert · month-to-month · aligned to PICSA’s nonprofit mission and multi-pillar scope
- All-you-can-eat growth marketing — strategy, execution, optimisation
- Work directly with one Growth Expert — not a rotating junior bench
- No long-term lock-in — cancel anytime
- All-in monthly fee — detailed proposal PDF on the call