The Russian SME market includes approximately 6.5–7 million entities, with micro-enterprises and individual entrepreneurs accounting for 96–98% of this total. Despite an annual turnover of 410,000 new businesses and 370,000 closures, the sector is growing by 6–10% annually.
In 2024, small and medium-sized businesses accounted for 40% of all advertising budgets in Russia, totaling 342.6 ₽ billion. Currently, 70% of these entrepreneurs launch their advertising campaigns independently, often lacking advanced marketing skills or knowledge of Big Data tools.
The Beeline.Promotion platform, similar to competitors like MTS Marketer and Megafon Target, provides access to telecom Big Data. However, the service currently lacks a mobile-adaptive interface, which accounts for 60% of its traffic, and fails to offer a performance-based pricing model.
Proposed UX improvements, such as mobile optimization, industry-specific targeting, and automated budget recommendations, could potentially increase conversion rates by 10–20% and reduce campaign setup time by 20–40%.
Transitioning to a cost-per-lead (CPL) pricing model, similar to the one used by T-Bank, could increase purchase conversion by 2–3 times. This approach addresses the primary concern of small business owners: the fear of wasting advertising budgets without achieving measurable results.
