From leads to confirmed weddings: Building a scalable product for event planning agencies.
Real case — Casar.com
Objective
Connect couples with wedding planners subscribed to the VIP Planning Program, creating a scalable lead generation channel within the Casar.com ecosystem, with clear monetization potential and organic growth.
Context
The Wedding Planners Showcase was created as an MVP to solve a recurring problem: couples struggled to find and hire wedding planners, while planners relied heavily on social media to generate qualified leads.
The product was developed within the Casar.com ecosystem, leveraging existing touchpoints with couples, guests, and planners to create a continuous acquisition flow.
Within the VIP Planner platform, a dedicated area was also built to allow planners to edit and manage their showcase profiles, ensuring autonomy, up-to-date information, and product scalability.
Period: 2024 – Present
Live product: https://assessorias.casar.com
Current status: MVP in production + Vitrine 2.0 awaiting development
MVP Launch | Jan–Jun 2024
628 leads generated
190 leads in the funnel
6 events created
The initial focus was to validate the value proposition and the lead generation flow. Even without structured growth initiatives, the MVP showed early adoption by planners and real conversions into events, validating the business potential of the model.
Growth & Distribution Strategy
Once the value proposition was validated, the next step was scaling lead generation by using the Casar.com ecosystem itself as a distribution channel. The Showcase was integrated into multiple moments of the user journey:
Via Couples
• Post-wedding modal prompting couples to recommend their planner via WhatsApp.
• Planner review request followed by referral incentives.
Via Casar.com Platform
• Direct link to the planners page on the institutional website.
• Internal link for couples without a planner assigned.
Via VIP Planner Platform
• Promotion of the Showcase through Instagram bio links and social media channels.
Via Planners
• Promotion of each planner’s exclusive profile page.
• Showcase exposure in RSVP flows when guests confirm attendance.
Via Guests (Transactional Emails)
• Message delivery confirmation to the couple.
• Gift purchase confirmation.
• RSVP confirmation.
Growth Implementation | Jul–Dec 2024
1,380 leads generated
740 leads in the funnel
59 events generated
+880% growth in events
After implementing referral mechanisms and automation, the product saw a significant increase in lead volume and conversions. The distribution strategies proved highly effective in scaling the product within the Casar.com ecosystem.
Consolidation | 2025 – Present
3,958 total leads
2,861 leads in the funnel
59 confirmed events
3,600+ guests impacted
With continuous optimization and data accumulation, the Showcase became a relevant acquisition channel. Active leads in the funnel represent a steady flow of potential contracts, while the number of guests impacted highlights the organic reach generated through ecosystem integrations.
Key Learnings
Integrating product, growth, and content from the beginning drives real impact.
Data-informed decisions combined with qualitative research accelerate product evolution.
Products embedded in strong ecosystems have high scaling potential when well distributed.
Vitrine 2.0 — Redesign
After the MVP’s success, I led the full redesign of the Showcase, focusing on usability, visual consistency, and improving search and navigation experience.
Status: Awaiting development
Prototype: Available on Figma (Click here)