Our first instinct was to go to the bank or find a VC firm online and look into getting a loan. So how could we convince a traditional entrepreneur that ClearCo has the support, offering, and security of a bank, without the huge ask of giving up equity.

There’s a huge fear of losing equity in order to get funding. Funding can also be slow to come through.

The DTC and CPG landscape is ever changing. Uncertainty, closures, inconsistent income due to lack of resources, slowed production and shipping, as well as staffing issues has left many young businesses in tough spots. We wanted Clearco to speak directly and emotionally to the biggest pain-points entrepreneurs face today. By focusing on their biggest fear of losing their business as well as getting funding quickly, ClearCo has a greater chance of converting over the competition.

The existing page was plain, informational, and full of bank language and jargon. It was overwhelming for someone who had no experience or knowledge on how to get funding. It was verbose, mostly black and white, and struggled to clearly express what ClearCo does for you, and why they should be trusted. Our team agreed that landing on the existing page would leave us feeling so stressed that we’d just close up and call our bank.

Identifying that the majority of these businesses are CPG and DTC companies helped formulate the argument that success would require reframing ClearCo not as a bank, but as a business established by a fellow entrepreneurs that exist primarily within the ECommerce space.