From confusion to a system: how we turned Dentequip into a €2.34 million-a-year business
1. Ground zero — September 2024
When we started with DentEquip the business had real potential but chronically lacked a system. The ads ran without a clear structure, tracking was broken and the site was full of technical errors.
The founder was stuck between operations and marketing, wanting to scale without the clarity to do it. The previous agencies had chased vanity metrics — likes and views — instead of real conversions.
- No clear strategy.
- Ads running without structure.
- Broken tracking.
- Suppliers who only executed.
- A site riddled with technical errors.
- Unstable cash flow.
- A founder stuck between operations and marketing.
He wanted to scale, but he had no clarity. It was not a lack of potential; it was a lack of system. Dentequip was e-commerce, and its job was to sell. But the previous agencies ran campaigns for likes and views, not conversions. There was no remarketing. There was no infrastructure to scale on. In 2024 it had fewer than 30 active products, and the previous Black Friday brought in just €20,000–40,000.
2. First move — stabilise cash flow
We did not start with big promises. We started with:
- Clean campaigns
- Correct tracking
- Focus on direct conversion
- A simple structure
- Remarketing implemented
The objective: fast liquidity. The first months were about control and stability. We killed the vanity-metric campaigns outright and built a system aimed at real sales.
3. Rebuilding the system
Once things were stable we rebuilt the infrastructure for scale:
- A complete website rebuild
- Funnel optimisation
- Cleaning up the product structure
- Advanced ad configuration
- A 6–12 month strategy
We moved from "we run ads" to "we build infrastructure for scale". Scaling sales made it possible to scale the catalogue too: from under 30 products in 2024 to roughly 200 today. The growth was not only in revenue. It was in structure, offer and operational capacity.
4. The turning point — 2025
2024: 1.27M €
2025: 2.34M €
+83% year on year
But the real moment was Black Friday 2025. The strategy did not start in November. It started three months earlier. We worked on:
- Segmentare
- Preparing the databases
- Offer structure
- Communication plan
- Budgets scaled under control
Result: €900,000 on Black Friday. Against €20–40k before we started. That is not luck. That is planning.
5. Where it stands now
ROAS: 13
- Steady scaling
- Long-term strategy
- Continuous research
- Continuous optimisation
We do not react to the market. We anticipate it.
6. How the founder's role changed
Before: micromanagement, confusion, no direction.
Now: he leads the team, works on products and expansion, the marketing is predictable and the scaling is structured.
He no longer depends on whether this month works out. He has a system.
What makes the difference?
Most agencies: we run ads, we send a report. That is it.
Us: An annual strategy. Planning ahead (Black Friday prepared 90 days out). Real involvement. Continuous research. Decisions based on data.
We do not just run campaigns. We build infrastructure for growth.
7. The 2026–2027 scaling plan
The growth does not stop here. We already have a structured plan for the next two years:
2026: Target: €4,000,000 a year. Controlled scaling, a wider catalogue, better margins, a financial structure ready for investment, and investors brought into the business.
By 2027: Target: €10,000,000 in sales.
This is not an aspirational projection. It is the logical continuation of the infrastructure already built. The 2025 growth validated the system; 2026–2027 is about strategic acceleration and capitalising on it.
"The big difference was that they were genuinely involved. Most agencies just run ads and send reports. ScaleUp built an infrastructure. The €900,000 Black Friday was not luck — it was mathematical planning that started three months earlier."
