The Challenge

LinkedIn as an afterthought.
Frances posted once every couple of weeks, usually about Starch itself. “I knew LinkedIn mattered, but I just couldn’t motivate myself to do it consistently — and when posts flopped, it made me want to post even less.”

No structure or voice.
Every post was product-centric, with no personal storytelling or founder perspective to attract attention or trust.

Untapped potential.
After testing LinkedIn outreach manually for two weeks and seeing strong responses, Frances realized LinkedIn could be the go-to market channel — if handled strategically.

Why Windmill

• Founder-led approach. “You understood how to turn my story and opinions into real content that connects with buyers.”

• Proven referrals & community. “My co-founder went to one of your events in NYC — everyone there spoke highly of you.”

• Hands-off execution. “I’m not a marketer. Windmill handled everything — from post ideas to engagement — and it just worked.”

• Strong collaboration. Weekly strategy calls with Thomas (copywriter) kept content authentic and consistently aligned with Starch’s voice.

The Transformation

Within weeks of launching, Starch’s content started generating real conversations — and real deals.

• 4 new clients closed in the first month

• $5,000+ monthly GMV added to marketplace volume

• One inbound client was a $10B company, driven by a LinkedIn post

• Consistent inbound from both operations leaders (ICP) and CPG brands wanting placement

“We’ve gotten inbound from CPG companies sharing our posts — even though they’re not our main target.
The engagement strategy created value on both sides of the marketplace.”

LinkedIn turned from a dreaded task into Starch’s most reliable growth lever.

“I came in skeptical and left shocked.
The engagement strategy, the content, the copy — it all just worked.”