The opportunity, on one page
Five takeaways that govern everything that follows.
1 · The PMF is real — invisibility is the only thing broken
Local manufacturing + service, Speedozyme tuned for the high-oil Asian diet, a CW crushing chamber that eats bones & shells, an LQ liquid option, and the region's strongest green pedigree (UN 2019, WEF 2021, SEA Games 2017; Sunway, Gamuda, F&N, Petronas, Agrobank). Yet: no LinkedIn page, ~1,134 IG followers, zero ROI/case-study assets, no funnel. The strategy isn't "fix the product" — it's make the credibility findable and the ROI provable.
2 · MAEKO can meet the buyer on either side of the category fork
The category splits on one question: usable solid output (compost — CW/RW/MW) vs zero handling (liquid-to-drain — LQ). Power Knot/ORCA only do liquid; Oklin only does compost. MAEKO is a rare full-line player — and because discharge-to-drain carries permit risk, its solid-output compost line is the cleaner regulatory bet, with LQ as the bin-elimination option.
3 · Singapore's RSA is the sharpest wedge; Malaysia + GITA is the faster cash
Singapore mandates on-site treatment for new large premises (300+ now, low-thousands by 2027) — the hardest pull in ASEAN, but Power Knot's fortress. Malaysia is home turf with Act 672 + the GITA allowance MAEKO owns locally. Win Malaysia decisively first; enter Singapore as the credible local-manufacturer challenger.
4 · The business-model gap is small; the proof gap is the killer
MAEKO already offers sell/lease/rent. What's missing is the conversion infrastructure every serious rival runs: ROI/payback math, quantified case studies, and a productized recurring-revenue wrapper. The Speedozyme culture is both a performance moat and a consumables annuity — lean into it as a razor-and-blade.
5 · This is a time-boxed land grab, not an evergreen build
The category punishes undercapitalized CAPEX-only players (UK full-liner Tidy Planet just went into liquidation) and rewards whoever owns the buyer's mind when regulation forces the purchase. The wave is cresting now. Every quarter MAEKO stays invisible, Oklin's dealer/SEO network and Power Knot's Singapore presence become the procurement default — and dislodging incumbency later costs 3–5× what showing up now does.
Channel-default lock-in during the regulatory window. The demand wave is arriving whether or not MAEKO is ready. If it stays invisible through 2026, RSA-driven Singapore buyers and GITA-window Malaysian buyers make their once-a-decade CAPEX decision with a competitor — and MAEKO spends the next cycle dislodging installed incumbents instead of winning open ground. The risk is not product or budget; it's being late to a demand wave you're best-positioned to win.
MAEKO today — the substance & the gap
A 15-year, UN-awarded engineering company with genuinely differentiated machines — and a near-zero B2B demand-generation engine.
The commercial range
| Series | Tech | Handles | Best-fit sites |
|---|---|---|---|
| CW | Composter + crushing chamber | Hard waste — big bones, oyster & crustacean shells | Hotels, supermarkets, factories, malls |
| RW | Composter + top shredder | Bulk mixed waste, easy loading | Mid-size restaurants, cafés, boutique hotels |
| MW | Composter, no grinder (safer) | General food waste, no blades | Farms, schools, vegetable markets |
| LQ | Waste-to-liquid → drain | Eliminates bins entirely | Space-constrained urban kitchens |
Range 30L/day → ~1 tonne/day · 18–24h aerobic conversion · up to 80% volume reduction · Speedozyme™ microbe culture · IoT CO₂e/ESG dashboard · MW30 (IoT) lists ~RM48k; rental from <RM100/mo.
- 15-year track record; ~9.5M kg processed; blue-chip installs (Sunway Pyramid, Gamuda, F&N, Petronas, Agrobank)
- UN Foundation Top 10 (2019, only Malaysian co) · WEF Circulars (2021) · SEA Games Green Partner (2017) · Frost & Sullivan · Global Cleantech
- Speedozyme tuned for the high-oil Malaysian diet — imports clog on oily waste
- Local manufacturer = local parts, service, training + sell/lease/rent; SIRIM/MyHIJAU/CIDB/DOE certified
- Deployed across MY, SG, ID, TH, PH — real regional footprint
- No LinkedIn Company Page — a personal profile (~188 connections) stands in for the primary B2B channel
- Zero ROI/TCO calculator, zero quantified case studies — logos without numbers
- Legacy .php site with 404-ing product/spec URLs + broken brochures — leaks paid traffic
- Enquiry = email + phone only — no WhatsApp capture, no demo booking, no automation
- Thin, inconsistent social (IG ~1,134, FB ~4,334; handles don't even match) + weak non-brand SEO
Every paid click today would land on a 404-ing site with no ROI proof and no capture — paying to send buyers to a dead end. Month 1–2 is plumbing (LinkedIn page, ROI calculator, one case study, WhatsApp + demo capture), not reach.
The category & market
Analyst "market size" figures diverge ~6× by scope. The honest commercial-only number is modest — the real story is the regulation-mandated addressable base.
Growth ~9.5% CAGR; Asia-Pacific the largest & fastest region (~$1.5B, 2024). Pitch the mandated-premises count, not a single TAM.
Three technology jobs — MAEKO spans all three
MAEKO CW/RW/MW · Oklin. Microbial, 24h → usable soil-enhancer. No discharge permit — the cleaner regulatory bet.
Power Knot · ORCA · MAEKO LQ. Zero handling, removes bins — but sewer/FOG permit risk (banned NYC, restricted Chicago).
Meiko · Tidy Planet · GAIA. Dries for off-site handling; output isn't legally compost.
Demand is regulation-pulled — the top-of-funnel engine
| Market | Driver | Status | The addressable trigger |
|---|---|---|---|
| 🇸🇬 Singapore | Resource Sustainability Act | since 2024 | On-site treatment for new large premises; 300+ segregating → low-thousands by 2027. Mall/hotel F&B >3,000m²; factory >750m². 3R Fund co-funds up to 40%. |
| 🇲🇾 Malaysia | Act 672 + GITA allowance | 2024–26 | Source separation mandated; GITA up to 100% capital allowance on MyHIJAU-listed assets. ~5,200 hotels, ~177 Klang Valley malls. |
| 🇻🇳 Vietnam | Mandatory household sorting | Jan 2025 | Fresh mandate; hotels + food factories the beachhead. |
| 🇹🇭 Thailand | Bangkok "sort-or-pay" | Oct 2025 | Large-generator fee ~฿8,000/m³/day; resort/hotel density. |
The competitive landscape
Copyable claims ("24-hour composting") are already contested. MAEKO's defensible ground is structural, not a message.
| Player | Tech / range | Price signal | Where they win | Threat |
|---|---|---|---|---|
| OklinHong Kong | Microbial compost · 4.5–1,500 kg/day | GG02 ~RM6,800 | Deep SEA dealer + localized SEO; commoditizes MAEKO's exact story | Direct analog |
| Power KnotUSA | Liquid-to-drain · 9–6,000 kg/day | from ~US$100k | Owns Singapore — local entity, Datumstruct, blue-chip wall (CapitaLand, Raffles, TTSH) | SG incumbent |
| MeikoGermany | Grind/dewater · 100–10,000+ covers | premium | Premium hospitality, engineering brand | Premium niche |
| ORCAUSA/global | Liquid digester · 11–45 kg/hr | lease | Hospitality/marine, RaaS model | Liquid-only |
| Tidy PlanetUK | Rocket composter · 40–2,000 L/day | — | In liquidation — the cautionary tale of CAPEX-only + thin capital | Exited |
| GAIA · BioHiTechKR / US | Dryer / digester | varies | Korea / US; not SEA-present | Distant |
Top-5 vendors ≈ 38–42% of global revenue — fragmented, room for a regional champion. Prices/capacities are CONFIRMED where cited; ACV framing is triangulated.
Local build + local uptime (rivals sell through distributors → downtime = dead ROI on a CAPEX asset) · Speedozyme tuned for oily, bone-heavy Asian waste (imports clog) · CW crushing chamber eats bones & shells (shred-only & liquid units can't) · solid, audit-ready compost output (Power Knot/ORCA carry sewer/FOG permit exposure) · the region's strongest green pedigree.
PMF, segments & unit economics
The spine everything hangs on: who buys, why, and the ROI math that gets a CAPEX deal signed.
"The rotting wet waste won't leave — and now it's MY problem to prove it's gone." Every buyer is trapped between a failing escape route (hauler / skip / barge unreliable, costly, or now illegal) and accountability landing on a named person (NEA, corporate ESG, an auditor, a viral reviewer). MAEKO's job: convert that liability into a self-owned, on-site process that disappears the rot and emits a defensible number. Critically, the person who feels the pain (engineer / chef / FM) is never the one who signs (GM / CFO / asset-manager) — give the champion the felt-pain ammunition; give the signer the money + compliance number.
Vertical tiers — trigger × volume × budget
| Tier | Vertical | Trigger | Series | ROI one-liner |
|---|---|---|---|---|
| A | Food factories & central kitchens | GITA · Scope-3 | CW 500kg–1t | Divert 0.8t/day, cut collections 60–70%, write off up to 100% vs tax; payback 18–30mo |
| A | Hotels & resorts (SG+MY 4–5★) | RSA · eco-cert | CW + RW | RSA-compliant + eco-cert point + 80% less to haul, one asset |
| A | Malls & mixed-use (REIT) | RSA threshold · portfolio ESG | CW multi-unit | Consolidate 20 tenants → one auditable CO₂e number for the REIT |
| B | Hospitals · Universities | RSA tier-2 · Act 672 | CW/RW · MW | 24/7 volume, locally serviced, real output not a permit problem |
| B | Supermarkets / hypermarkets | ESG optics · hauling cost | CW/RW | Turn daily produce spoilage into soil instead of trucking 80% water |
| C | Restaurants · Cafés | Act 672 · SME | RW/MW · rent | On-site composting from <RM100/mo — no skip, no smell, no capex shock |
| C | Schools · Farms | CSR · free fertilizer | MW | Safe grinder-free composter → teaching garden / free fertilizer |
Waste is already there: Sunway Pyramid mall 2.4 t/day · hotels ~0.8–1.57 kg/guest-night · hospitals ~0.39 kg/bed/day · Malaysia 16,700 t/day (~40% of waste); Singapore 784k t/yr.
The deal math — a rising liability converted to a tax-subsidised asset
- Opex buyer (facilities/finance): lowest total cost of waste + GITA + payback table. "Hauling rises ~10%/yr — this fixes it."
- ESG buyer (sustainability): auditable CO₂e cut (up to 66%), eco-cert points, no greenwashing.
- Compliance buyer (ops/legal): RSA / Act 672 satisfied out-of-the-box; local service = no downtime = no compliance gap.
Decision-maker map & sales cycle
Initiated by F&B director / exec chef / facilities / sustainability officer; approved by procurement / GM / CFO. Sales cycle 3–9 months, multi-stakeholder. Proof demanded: site visit + waste audit, references, output test. The on-site waste audit is the single most important trust-builder — build the funnel around getting to it.
Regional go-to-market
Composite score = regulatory-pull × market density × MAEKO-fit (fit weighted highest — a small SME team lives or dies on service proximity). Malaysia and Singapore run in parallel.
| Rank | Region | Why | Model | First segment |
|---|---|---|---|---|
| 1 | 🇲🇾 Malaysia T1 · the cash engine | Home turf — local mfg/service + GITA + pedigree. Lowest CAC. | Direct (sell/lease/rent) | Malls + hotel groups → GLC/govt |
| 2 | 🇸🇬 Singapore T1 · the wedge | RSA on-site mandate = the only hard pull in ASEAN. Contest Power Knot on solid-output + hard-waste. | Distributor/partner | New developments + seafood/banquet hotels |
| 3 | 🇻🇳 Vietnam | Jan-2025 sorting mandate freshness | Distributor | Hotels + food factories |
| 4 | 🇹🇭 Thailand | Bangkok sort-or-pay + tourism density; out-local Oklin Thailand | Distributor | Resort/hotel groups |
| 5 | 🇮🇩 Indonesia | Harvest existing Elite Engineering distributor — no new spend | Reactive | Jakarta/Bali malls + hotels |
| — | Middle East · Australia · 🇵🇭 | Scout/JV or inbound-only — don't spread thin (the Tidy Planet lesson) | Park | Quote-only |
Power Knot LFC discharges liquid to drain → PUB trade-effluent / FOG permit exposure. MAEKO CW/RW/MW produce a solid soil-amendment → no sewer discharge, cleaner compliance, plus a usable ESG output (rooftop-farm/landscaping narrative for Green Mark). Second wedge: the CW crushing chamber eats the seafood shells & bones that shred-only and liquid units choke on. Enter at fit-out stage of new mixed-use/hotel developments, through M&E / green-building consultants.
Year-1 pipeline shape (from a near-zero funnel)
| Stage | Malaysia (direct) | Singapore (distributor) | VN+TH (H2) | Total Y1 |
|---|---|---|---|---|
| MQLs | 400–600 | 120–200 | 60–120 | ~600–900 |
| Qualified opps | 120–160 | 40–60 | 20–35 | ~180–255 |
| Closed-won | 25–35 | 6–12 | 4–8 | ~35–55 |
| Bookings | RM2.0–3.5M | RM1.2–2.5M | RM0.5–1.2M | ~RM4–7M |
Every ringgit above assumes the Q1 asset build ships first. Regions are the where; the funnel is the whether.
The ads-play — can you advertise a B2B machine?
The core question, answered plainly.
Yes — but only as a demand-CAPTURE and accelerant layer, not the primary engine. Ads amplify demand; they don't close it. It's profitable because the ACV (~RM90–120k) absorbs a high CPL — CPL is not the risk. Lead→close over a 3–9 month, multi-stakeholder cycle is. So the winning play spends ~60% of effort on the proof + nurture + financing layer that holds close-rate, and ~40% on media. Turn on paid before those assets exist and you burn budget filling a leaky funnel.
The math that decides it
| Line | Value | Basis |
|---|---|---|
| Blended single-unit ACV | ~RM90–120k | verified range |
| Equipment GP @45% + 3-yr annuity | ~RM55–70k | Speedozyme + service extends LTV |
| Allowable CAC / closed deal (1:4–1:5) | ~RM8–10k | healthy B2B considered-CAPEX |
| SQL→close ~10% → allowable cost/SQL | ~RM800–1,000 | long procurement cycle |
| MQL→SQL 30–40% → allowable cost/lead | ~RM250–350 | comfortably above Search CPL of RM80–300 |
Ranked channel plan (SME challenger)
| # | Channel | Role | CPL (MY / SG) | Budget/mo |
|---|---|---|---|---|
| 1 | Google Search + PMax — the core | Capture RSA/GITA-triggered intent + competitor conquesting ("Oklin alternative") | RM80–300 / RM150–500 | RM7–11k |
| 2 | Click-to-WhatsApp (Meta) | SEA conversion unlock; SME F&B fast-track | RM15–60 | RM2–3.5k |
| 3 | Meta retargeting + video | Warm the long cycle; distribute case studies | RM40–150 | RM1.5–2.5k |
| 4 | LinkedIn ABM phase 2 | Named-account enterprise — needs the Company Page first | RM200–600 | RM3–5k |
| 5 | Trade shows (IGEM, FHA) | Live CW crushing-chamber demo = the unmatched hero moment | — | RM4–8k |
| 6 | SEO / content | Own RSA/GITA queries; feed Search Quality Score; fix the 404s | — | RM3–5k |
Total ~RM20–34k/mo (start lean at ~RM10–12k media: Search + CTWA only, scale as CPL/close data lands). Paid : non-paid pipeline ≈ 30 : 70, maturing to 35–40 : 60 as case studies + SEO compound.
~RM420–680 (mfg equipment), RM240 (industrial supplies) — well within the RM250–350+ allowable given the ACV.
~RM25–60 per lead — cheap; qualify hard, it's lower-intent than Search.
UN/WEF/SEA Games + 9.5M kg = a free demand source most challengers can't buy. Lean on PR; don't pay for what pedigree gives you.
The conversion path — decided
WhatsApp vs Zoom-lead vs website enquiry: not one channel — a hybrid, routed by deal size, built around the on-site waste audit.
The when-to-use-which rule
Sub-RM70k SME F&B (RW/MW). Fast, informal, SEA-native. MY owners want speed. Forms leak here; WhatsApp doesn't. Human closer on WhatsApp; site visit optional.
RM70k+ enterprise/multi-site (hotels, hospitals, malls, factories). Multi-stakeholder procurement; gated ROI calculator + spec sheets capture the committee.
the second step, not the capture — the technical demo + ROI walkthrough, after qualification and before the quote. The on-site audit is the trust-builder.
CRM, nurture & SLA + funnel KPIs
- CRM: Zoho / HubSpot Starter / Pipedrive (SME budget) + WhatsApp API (WATI / respond.io) — non-negotiable in MY.
- Speed-to-lead <15 min — 5-min contact ≈ 8× conversion. WhatsApp auto-acknowledges instantly; human follows.
- Nurture: dual email + WhatsApp on regulatory deadlines (RSA phase-ins, GITA 2026 sunset), case-study drip, ROI reminders. Re-engage stalled quotes at 30/60/90 days.
| MQL → SQL | 30–40% |
| SQL → demo/site-visit | 40–60% |
| Site-visit → quote | 60–70% |
| Quote → close | 20–35% |
| Overall SQL → close | 8–15% |
| CAC / closed deal | <RM10k |
| Pipeline coverage | 3–4× |
Positioning & messaging
One hero position Oklin and Power Knot can't copy, three proof pillars, objection scripts, and B2B headlines.
"On-site composting engineered for Asian kitchens — and serviced by the only team on the ground that built it."
Master line (keep — it's earned): Today's Food Waste, Tomorrow's Food Fuel.
In forced markets, lead with the letter. In Malaysia, lead with the math. Same machine, two opening arguments — never mixed. 🇸🇬🇦🇪🏝️ Forced (RSA / UAE rules / no-landfill): "the law requires on-site treatment by [date] — here's the route that satisfies the Act." 🇲🇾 Malaysia mass-market: "pays for itself in <2 years + up to 100% GITA write-off — and kills the smell, pests & reviews." Never say "the law requires this" in Malaysia — Act 672 mandates separation, not treatment, and saying so destroys credibility.
P1 · Built for how Asia eats
Speedozyme tuned for the high-oil regional diet; CW eats bones & shells (10:2, ~80% reduction, 18–24h). Imported units clog on oily waste; shred-only & liquid units can't take hard waste.
P2 · Local build, local uptime
Malaysian manufacturer, local parts + service + training; sell/lease/rent; CIDB/DOE certified. Rivals sell through distributors → downtime = dead ROI on a CAPEX asset.
P3 · Real, audit-ready output
24h soil-enhancer — not dehydrated "soil amendment" greenwashing, not drain-discharge permit risk. IoT auto-logs CO₂e; MyHIJAU/SIRIM listed → GITA-eligible.
Objection handling — top 5
6 B2B headlines
Scope of work — what you get every month
Content-led and all AI-produced — no film crews, no shoot days. The client supplies raw footage / photos; we generate, edit, caption and publish.
| Channel | Monthly deliverable | Qty |
|---|---|---|
| SEO Blog / Articles | Long-form, pain-led, keyword-targeted — regulation guides · ROI explainers · buyer's guides · competitor comparisons | 4 |
| GEO / AI-answer | Schema + Q&A structuring so MAEKO is cited in ChatGPT / Google AI Overviews / Perplexity | ongoing |
| Knowledge / lead magnet | Gated educational asset — RSA checklist · GITA guide · ROI calculator · buyer's guide / spec sheet | 1 |
| Posts (3/wk) + 1 long-form article + Sales-Navigator ABM outreach + lead-gen forms | 12 + 1 | |
| Instagram + Facebook cross-post | Static posts, feed carousels & AI reels (3/wk) + stories — produced once, cross-posted to both | 12 |
| Video (AI-produced) | AI-generated reels, product-demo motion & educational explainers from client-supplied footage/photos — 24h-transformation · CW crushing-chamber demo · founder-education series | 4–6 |
| Performance ads | Google Search + PMax + Meta click-to-WhatsApp + retargeting — built, managed, optimized weekly (ad spend separate) | ✓ |
| Reporting | Monthly performance report + strategy call + approved content calendar + lead tracking | 1 |
Content-format breakdown (all AI-generated): ~4 blog articles · ~8 static posts · ~10 carousels · ~6 AI reels · ~2 IP / founder-education videos. ~8–10 core ideas/month, each repurposed across blog → LinkedIn → IG/FB → AI video — "produce once, publish everywhere."
5 content pillars (pain-led)
The smell / pest / overflow / "the letter" hooks — the felt problem in the buyer's own words.
RSA · GITA · Act 672 · UAE rules explained — the forced-market driver.
Payback · hauling cost · GITA write-off — the Malaysia driver.
Case studies · 9.5M kg · blue-chip clients · awards — deployed after the pain, never before.
Buyer's guides · comparisons · the founder-led knowledge series — the authority engine + owned IP.
We turn the founder's 15 years of expertise into an ongoing education series — a signature knowledge library MAEKO owns as a durable brand asset. This reframes the retainer from "we post for you" into "we build you an appreciating content IP" — and it doubles as the SEO/GEO authority engine that ranks on Google, gets cited by AI, and builds the trust that closes a RM100k deal.
One-time build — 1-month deposit, waived on the 12th month
Delivered Day 1; the deposit is credited back as a free 12th month on completion of the 12-month term (skin-in-the-game commitment, not a sunk cost).
- New pain-led website — by-industry pages, ROI/TCO calculator, case studies, spec sheets, WhatsApp + demo-booking capture, geo-aware (SG compliance / MY economics), SEO structure
- LinkedIn Company Page setup + seed posts
- 3 seed case studies from the blue-chip installs (Sunway · Gamuda · Agrobank)
- CRM + WhatsApp + tracking/attribution setup — so the funnel (and the performance fee) is measurable
Investment — at market rate
Fixed fee runs the engine; the performance fee only triggers when the marketing is genuinely profitable. Sales stay in-house — we generate the pipeline, MAEKO's team closes.
| Service line | Fee / mo | MY market rate |
|---|---|---|
| SEO + Blog + GEO — 4 articles · technical · AI-answer · 1 lead magnet | RM4,500 | SEO pro RM3.5–9.5k |
| Google + Performance — Search/PMax · Meta CTWA · retargeting | RM4,000 | 10–20% of spend / RM2–5k |
| LinkedIn — page · 12 posts · article · ABM | RM3,000 | B2B RM2–4k |
| IG + FB (cross-post) — 12 posts, all AI | RM2,500 | Social RM1.5–4k |
| Total retainer | RM14,000 | Full-service RM12–15k ✓ |
Full-service top-SME rate for Malaysia — appropriate for B2B (which commands a premium over B2C for longer cycles + higher LTV).
How we're paid + terms
| Performance fee | We bring the leads; your sales team closes (we don't sell). We take 5% of net (revenue − COGS − ad spend), only when ROAS ≥ 2.5. |
| Calibration + website | 1-month deposit, credited back as your free 12th month — delivered Day 1, waived on completing the term. |
| Ad / media spend | Paid to Google / Meta — client-funded, separate. Recommended start ~RM10–15k/mo, scaling with results. |
| B2C add-on (MunchBOT) | Rebrand + website + calibration (1-mo deposit, free M12), then RM5,000/mo or 8% of sales (when ROAS ≥ 2.5), whichever higher. |
1 · The two performance models differ by design: B2B = 5% of net (rev − COGS − ad spend); B2C = 8% of gross sales — both gated at ROAS ≥ 2.5. The 8%-of-gross on B2C is richer than 5%-of-net on B2B; confirm that's intended. 2 · The performance fee requires a shared, agreed attribution model (UTM + WhatsApp + CRM) — which is exactly what the one-time build installs, so it's measurable from Day 1.
The 90-day plan
Become findable and provable. Do NOT run ads before the ROI calculator and one case study exist.
Q1: LinkedIn page live + 3 MY case studies + demo booking + WhatsApp capture. Q2: first Singapore compliance-driven install closed via partner = the reference logo that unlocks the RSA cohort. Q3: GITA-anchored MY funnel ≥40 MQL/month; VN/TH distributor signed. Q4: Speedozyme consumables annuity attached to ≥80% of installed base.
Social + website blueprint
LinkedIn is the engine; the ROI calculator is the spine. Everything interlocks into one funnel.
Social — per-channel job
5 content pillars: Regulation · ROI/GITA · Proof · Technology · People. Day-1 fix: handle hygiene (IG is @maeko_malaysia, not @maeko.asia) + resolve Mentari Alam EKO / Maeko Biotech / MAEKO Group into one public brand. One filming day/month at an install = 4–6 weeks of reels.
Create the LinkedIn Company Page. A 15-year, UN/WEF-awarded company running only a personal profile is losing every considered-CAPEX buyer to Power Knot's mature SG presence. Seed 5 foundational posts before promoting; make all staff list MAEKO as employer and reshare (at this team size, employee reshares are your entire organic distribution); add Sales Navigator + LinkedIn Lead-Gen Forms as the ABM spine.
Website — the funnel infrastructure that's missing today
Rebuild off the legacy .php site (keep the domain's 15-yr authority; 301 every old URL). Target a modern CMS with proper URLs, forms, analytics.
SEO keyword clusters to own
Regulation is the top-of-funnel engine (deadline urgency) → LinkedIn organic + Sales Nav + Lead-Gen ads are one ABM loop → every paid click lands on a matching page (never the homepage) → the ROI calculator converts anonymous traffic into a qualified lead and arms sales with the buyer's own payback math → WhatsApp is the SEA close mechanism → nurture handles the long cycle → every install becomes a filmed reel + case study that feeds the top of funnel again.