While Australian tech startups chase VC funding and viral growth, Skillset has quietly built a $20.9M revenue machine by doing the unsexy work of apprenticeships and traineeships. This is a masterclass in dominating a niche by playing the long game.

"Skillset doesn't need a flashy brand or viral marketing—they own the search results for 'skillset' itself. That's not luck; it's market dominance."

The real insight here is in the traffic distribution: 23% direct traffic means strong brand recall and repeat business. This isn't a company people stumble upon; it's one they seek out. In a world where everyone is obsessed with acquisition costs, Skillset's direct traffic is a signal of genuine business relationships.

• They own the 'skillset' keyword with 8,540 monthly searches—brand moat achieved
• Revenue per employee of ~$200k suggests premium pricing and operational efficiency
• 23% direct traffic indicates strong customer retention and referral business
• Tech stack is pragmatic: jQuery, Bootstrap, GTM—no unnecessary complexity