From startup to scale-up: the top strategies for growth

As we move into 2025, the startup landscape is looking more promising than ever. The convergence of technological advancements, particularly in digital tools and AI, has created a fertile environment for those looking to grow.

No matter how far along you are in your startup journey, there are unique opportunities to innovate, disrupt and scale your businesses like never before. Here’s why 2025 is an ideal time to go from startup to scale-up.

Data-driven product development

If you sell a product or even a service, your offering needs to be data-driven. While it’s easy to fall into the trap of following in a competitor’s footsteps, your customer feedback, sales data and market trends should be the guiding force. Too often we see brands launching a product simply because their competitor did, with often little, if any, customer input.

At Tonik, we’ve adopted a data-driven approach to product development, which has significantly improved our success rate. Our launching product, Apple Cider Vinegar Capsules, was created due to market demand. Since then, we’ve used data to identify gaps and develop innovative products that resonate with our audience.

Make capturing data paramount in your day-to-day operations. Ask customers what they want, incentivize them to participate in surveys and analyze the marketplace as a whole. Be aware of your competitors, but don’t let them be your driving force; instead, enlist what is right in front of you.

If you’re struggling with ways to capture data or wrangle it, don’t be afraid to outsource. Companies like Formplus gather both qualitative and quantitative data through customizable surveys and forms.

Meanwhile, Evolve Group focuses on product design and development by utilizing data collected during the design phase to refine products based on user feedback and market research, ensuring that the final products meet consumer expectations.

Leveraging the power of AI

While many brands are currently rallying against AI, at Tonik, we’ve adopted a ‘if you can’t beat them, join them’ approach. We know AI is here to stay, so it’s time we started using it to our advantage.

One of the most impactful applications is in customer service, where AI-powered chatbots can handle a multitude of inquiries around the clock. These chatbots not only provide instant responses to common questions but also learn from interactions in order to improve their effectiveness over time.

By automating customer support, startups can free up human resources – in particular, I’m looking at those startup founders who are spending weekends responding to customer requests.

There are so many things AI can do and this poses a unique opportunity for startups to scale in a big way. Start outsourcing your tasks to AI – whether it’s writing unique copy for your website, creating FAQs, generating marketing ideas, responding to customer inquiries or even creating AI model images, the opportunities are endless.

Some great platforms that harness the power of AI are Yotpo (use for loyalty programs), Answer the Public (for content and SEO purposes) and Mid Journey (for AI images).

Strategic partnerships for rapid expansion

Collaborations can dramatically accelerate growth simply because it can be a case of strength in numbers. Look for like-minded but non-competing businesses that you could partner with for a mutually beneficial relationship.

Whether it’s giveaways on social media, gifts with purchase, limited edition creations or finding the right stockist, collaborations can be key to scaling up.

As part of Tonik’s strategy for 2025, we are investing heavily in our strategic partnerships with health and wellness-focused establishments like beauty clinics, spas, salons and fitness centers.

This approach has already proven successful for us, enabling Tonik to have a network of wellness-oriented businesses that complement our product offering.

These strategic collaborations not only help to increase Tonik’s brand visibility but also provide access to a targeted customer base that is already invested in health and wellness. This approach aligns with our mission to enrich and support people in living their healthiest, happiest lives through natural wellness products.

Adopt a digital-first approach

We launched Tonik as a direct-to-consumer brand with our ecommerce store operating as our primary sales channel. However, we have recently expanded our digital presence by focusing on retail partnerships, such as our partnership with Coles Online. This allows us to enhance our digital footprint and capture new customers, but also benefit from brand credibility.

Coles’ reputation and customer trust can transfer to Tonik, potentially increasing consumer confidence in our brand. While brick-and-mortar stores still have a place, the opportunities in the digital landscape are endless.

The convenience of online shopping, coupled with the increasing sophistication of ecommerce platforms, sets the best foundation for sustainable growth for startups.

Move over UGC, hello EGC

At Tonik, we’ve evolved our social media strategy by shifting from user-generated content (UGC) to employee-generated content (EGC) – a move that has significantly boosted our engagement. By sharing behind-the-scenes moments, daily challenges and triumphs and my personal wellness journey, we’ve transformed our digital presence from a traditional marketing channel into a vibrant community hub.

This strategic pivot has yielded remarkable results, with EGC outperforming traditional content across all metrics. It’s not just about higher engagement rates; it’s about fostering genuine connections with your audience.

In an industry often clouded by misinformation, EGC has allowed us to become a trusted voice, offering transparency and real-world expertise that resonates deeply with health-conscious consumers.

This approach has not only amplified our brand message but has also attracted top talent who align with our mission to simplify wellness. For startups looking to enhance their digital strategy, embracing EGC can be a game-changer, turning your team into powerful brand advocates that drive authentic growth.

Consider PR to increase brand awareness

Most startups turn to PR in an effort to quickly grow their bottom line, but the reality is, PR doesn’t work like that. PR is very much a long-term game, one that builds momentum over time. It won’t garner instant return on investment, so in the meantime, consider it as a viable option to increase brand awareness, build credibility and give you some vanity metrics along the way.

It can take months and months for PR results to appear, so use it in the interim to open up once-closed doors to commercial partnerships, build brand credibility, deliver social media content and garner brand awareness. PR can be a lesson in patience but don’t discount the value of the credibility it can build for you.

Opinions expressed by The CEO Magazine contributors are their own.