Résumé:
This thesis outlines a systematic approach to developing a customer acquisition
strategy for a case study start-up. It emphasises the integration of inbound
marketing principles, the creation of a detailed buyer persona, the mapping of the
customer journey, the implementation of lead generation processes, and the
establishment of an efficient implementation plan. The research aims to provide
valuable insights and practical recommendations to optimise customer acquisition
activities, enhance market visibility, and support sustainable growth for start-ups in
a competitive business environment. Through a combination of theoretical
frameworks and practical applications, the study offers a structured roadmap for
businesses to attract and retain customers effectively, ultimately fostering long-
term success and growth
