The story of the online store Krmírna and Horseriding: A journey to success with Tanganica

www.horseriding.cz is a specialized online store focused on selling high-quality equestrian equipment for both horses and riders. It offers a wide range of products — from horse feed to riding gear — catering to professionals as well as amateur enthusiasts.

The Beginnings of the Business

“In 2014, my friend and I started ordering feed for our own horses and later resold the surplus to other horse owners. The idea quickly grew and led to the creation of our own online store — www.krmirna.cz. In 2020, we decided to expand our offer to include riding equipment for horses and riders and purchased the domain www.horseriding.cz. Our experience with horse breeding and access to high-quality products allowed us to offer our customers only the best.”

Why We Chose This Industry?

“I’ve been passionate about horses since childhood, and in 2012 I fulfilled my big dream of owning my own farm, where we now stable around 50 horses. I love everything related to these animals and enjoy offering products I personally use and have tested on my own horses. We place great emphasis on quality and effective products, which is why we also focus on supporting Czech brands that are highly regarded on the market.”

The Goal of Our Online Store

“Our goal is to reach as many horse enthusiasts as possible and share not only high-quality products but also the knowledge we’ve gained over years of horse breeding. Customers often contact us for advice, and we always try to provide the best guidance possible. Since I’m the kind of person who prefers being outdoors rather than sitting behind a computer, Tanganica was the ideal solution for us — simple and effective marketing support.”

Results After Implementing Tanganica

“After launching Tanganica, our revenue increased by nearly 2 million CZK when comparing 2023 to 2024. Thanks to Tanganica, we attracted more than 78,000 visitors to our online store (according to GA4). Tanganica helped us not only with advertising but also with optimizing our marketing activities more efficiently.”

Why Tanganica?

“I heard about Tanganica through a recommendation from Jasmina Bosanacová. We decided to try it because I needed help with marketing and increasing the visibility of our online store — and Tanganica offers simple yet effective support. Plus, thanks to its incredible efficiency, we’ve achieved excellent results.”

The Greatest Value of Tanganica for Us

“The greatest value I see in Tanganica is the time it saved me. Otherwise, I would have had to invest a lot of effort into technical tasks, which are not my strong suit. With Tanganica, I can focus on further developing our business while still taking care of the farm and my family.”

Our Experience with Tanganica

“I’m very satisfied with Tanganica — not only because of its functionality but also because of the kind and personal approach, which means a lot to me. Tanganica has become our most effective marketing channel, even compared to others we use.”

Future Plans

“With Tanganica, we’ve achieved great results. Although our costs have increased, higher revenue means that the investment in marketing is paying off. In the future, we plan to expand into foreign markets and strengthen our brand not only domestically but also internationally. We believe that with Tanganica’s support, we’ll be able to reach new customers in other countries as well.”

What Results Did Tanganica Bring?

The online store horseriding.cz registered with Tanganica on February 21, 2023, and activated its campaigns on March 23, 2023. Based on experience, we know that each campaign takes about a month to fully optimize and reach peak performance, which is why we carefully monitored its progress from the start.

The first month of campaigns is crucial for learning and optimizing performance. During this period, it’s important to collect enough data to set strategies effectively.

As shown in the chart, the initial campaign phase started with low investments, typical for the testing and calibration period.

• Total spend: 2,768.37 CZK
• COS (cost-to-sales ratio): 10.24%
• Generated revenue: 27,023.41 CZK
• Attributed revenue: 19,541.61 CZK

The chart shows that campaign performance gradually increased, with noticeable fluctuations between days — typical for early stages of testing different approaches and identifying the most successful strategies. After the data collection and optimization phase, sales stabilized and began to grow.

Thanks to careful optimization, the campaigns now deliver stable growth and sustainable results. The first month proved that a strategic approach and continuous adjustments are key to managing campaigns effectively and maximizing return on investment.

This chart shows the performance of marketing campaigns throughout 2023 on our Tanganica platform:

• Total spend: 215,523.49 CZK
• COS: 20.4%
• Generated revenue: 1,152,804.42 CZK
• Attributed revenue: 521,773.58 CZK

The visualization clearly shows that advertising costs (red line) remained relatively stable and followed the gradual growth of revenue (green line). However, some noticeable fluctuations appeared toward the end of the period, likely reflecting seasonal effects or budget adjustments during the campaigns.

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This chart reflects changes after adjusting the marketing strategy in 2024:

• Total spend: 452,020.06 CZK
• COS: 18.5% (lower than the previous year)
• Generated revenue: 2,245,352.72 CZK
• Attributed revenue: 288,018.94 CZK

The chart clearly shows that despite higher investments, spending remained relatively stable while revenue showed a significant increase. This indicates improved campaign efficiency, likely due to better targeting, bidding strategies, or an enhanced product offer.

Key Takeaways

• Increasing the marketing budget led to higher revenue while successfully reducing the COS.
• Advertising funds were utilized more effectively, indicating better optimization of the marketing strategy.
• Seasonal factors or changes in customer behavior may have contributed to the growth in campaign performance.
• Further analysis of attributed revenue could provide deeper insight into how individual marketing channels contributed to the results.

Conclusion

The implementation of Tanganica brought the Horseriding online store not only a significant increase in traffic and revenue but also a more efficient use of the marketing budget. Through continuous optimization, the campaigns achieved lower COS while nearly doubling total sales.

These results clearly demonstrate that strategic data management and ongoing optimization of advertising activities are key to long-term success.

With Tanganica’s support, Horseriding is now preparing for further growth — expanding into international markets and strengthening its brand both in the Czech Republic and abroad. The results so far prove that the right marketing strategy and effective tools can have a major impact on an online store’s growth and competitiveness.

We are proud to have been part of this journey and look forward to seeing even greater success from Horseriding with Tanganica.

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