Gousto’s ‘demand pool’ framework for modelling brand spending

Needing to build future headroom for user growth as it reached maturity, meal delivery startup Gousto went back to the fundamental principles of advertising effectiveness to educate the organisation and model the outcome.

Start up

Gousto is an interesting brand in part because of its (close to) ideal startup story. Focused on user and revenue growth from the outset, the company began to gain traction in the market and revenues grew consistently up until around 2016.

It had...

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