White Label
Case Study
A Worcester, Massachusetts agency built five branded white-label SaaS products (including a white labelled digital signage product) and packages them as a single local-business offering.
Owner Theo Cossin trialled roughly twelve signage platforms before picking Juuno, runs a three-tier pricing model from $15 to $25 per screen, and earns up to 80% margin at the top tier.
Here's how Cossin Media turned WooViu into the anchor product in a five-brand portfolio.
About Cossin Media: a Worcester, Massachusetts agency operator
Cossin Media is a Worcester, Massachusetts agency owned and operated by Theo Cossin. His title — Owner/Developer — is deliberate: the business spans agency services and software builds, not just one or the other.
Cossin Media has been deploying digital signage for local businesses since 2016. What's changed in the last twelve months is how. The parent agency now operates five white-label SaaS sub-brands, each addressing a different recurring-revenue line for the same local-business customer:
Cossin Media — the parent agency, billing entity, and customer-facing brand. Wootown Apps — app development arm.
WooCodes — QR code product.
WooViu — the digital signage product, white-labelled on Juuno. Wootown Eats — online ordering for local takeout restaurants.
"I have this suite of solutions and they're all under my control. I just like to go in and say, hey, I have this for you." — Theo Cossin, Owner, Cossin Media
Most agencies add one recurring product line and bundle it into a services retainer. Theo built five branded sub-products and now sells them as a packaged stack to local restaurants and retailers — with WooViu, his white label digital signage product, as the anchor.
"The white-label app was a big, big thing for me. No one else let me build my own branded player off their source code. Juuno did."
Theo Cossin
From driving USB sticks since 2016 to white-label cloud signage
Before Juuno, Theo's signage workflow looked like this: design the menu board in Photoshop or Canva, save it to a USB stick, drive to the restaurant, pull a chair to the wall, climb up behind the TV, swap the stick. Repeat for every menu change at every location.
"I used to spend a whole day on a menu change, running around to different restaurants."
The hardware was cheap media players from Amazon — about $45 to $50 each. They worked, mostly. Some died after a year. He'd buy another one.
The bigger blocker wasn't Theo's workflow; it was the customer side. Local pizza shops and takeout restaurants resisted monthly subscriptions on signage software. They'd pay for a one-off install. They wouldn't pay $20 a month per screen.
That changed in the last few years. Subscription pricing went mainstream for local businesses — websites, online ordering, listings management. By the time Theo went looking for a cloud-based signage platform in 2025, the market was ready. He just needed to find the right vendor.
Why Theo trialled twelve platforms before landing on Juuno
Theo doesn't pick software fast. Before signing with Juuno in December 2025, he trialled roughly twelve different signage platforms over several months — running real client setups on each, evaluating them on actual hardware, in actual restaurants.
"I had researched out and trialled probably a dozen different solutions till I landed on Juuno."
The shortlist eventually came down to two finalists. The closest alternative was a well-known platform with stronger feature depth, but a more complex interface and no genuinely white-labelled mobile app. He was almost ready to sign their contract. Then he found Juuno.
Why Cossin Media chose Juuno
Four reasons Juuno won the comparison:
Ease of use for end-clients.
Theo's customers — pizza shop owners, dental office managers — log into the dashboard themselves to make small changes. The interface had to be obvious without training. "It can't have something where they need a degree to figure out how to use it."
A real white-label app.
Most signage platforms call themselves white-label but stop at custom branding inside their own app. Juuno provides a genuinely separate branded player — Theo's customers see WooViu, not Juuno. "Most of them don't have a white label app. So the white label app was a big big thing for me."
Per-screen pricing at roughly half the competition.
$5 per screen wholesale on Juuno's white-label plan vs $10 or more per screen on most alternatives.
No buy-in barrier.
Several competitors required four-figure setup fees and 30-screen minimums just to access reseller pricing. "Why do you have to commit to 30 screens to start and a $1,500 buy-in? You've got to go all in even just to trial it."
Inside the deployment: 28 screens at Worcester Public Market
Cossin Media's largest concentration of WooViu screens is inside a single multi-tenant food hall in Worcester — a collective of small stalls and anchor shops mixing food vendors with gift shops.
The market itself runs seven WooViu screens for vendor promotions, general information, and event listings. Twenty-one more screens are deployed across several of the food vendors inside the building, used for digital menus and video slideshows. Another six screens are coming online soon.
Total: 28 active WooViu screens inside one building, with another six in the pipeline — all managed by Cossin Media on the same WooViu account.
The anchor tenant runs seven WooViu screens — menu boards, promo loops, daily-special slides — across their stalls.
Around the rest of the food hall, other tenants run another thirteen or so screens for their own businesses, all managed by Cossin Media on the same WooViu account.
Total: roughly 28 active WooViu screens inside one building.
Each screen runs on an Onn Google TV streamer box with the Juuno white-label app installed. Where the tenant's router is close enough, Theo runs an Ethernet switch and hardwires each TV directly. Wi-Fi works, but in a busy public market with overlapping networks, a wired link is more reliable.
Each tenant gets their own content but doesn't manage it themselves. Cossin Media handles all updates centrally — a recurring theme in Theo's pitch: most owners don't want the dashboard. They want to call Theo and say "swap the special board to Tuesday's menu."
How Cossin Media's tiered pricing earns up to 80% margin
Most white-label signage operators charge a flat monthly rate per screen. Cossin Media runs a three-tier model — good, better, best — that maps to how hands-on the customer wants to be:
Hands-on at $15 per screen per month. Local customer service and in-person account support. 67% margin on Juuno's $5 wholesale.
Mid-range at $20 per screen per month. Adds technical support and limited menu help. 75% margin.
Hands-off at $25 per screen per month. Adds full menu management plus on-site hardware install. 80% margin. Currently includes free original menu design as an introductory offer for new sign-ups.
Tiered pricing gives Cossin Media room to compete on more than price. When a prospect pushes back with "I saw $10 a screen elsewhere," Theo's answer is straightforward:
"Yes, you can go find places where it's $10 a screen — but you're doing everything yourself. With me, you have customer service, you have someone who can come into your business and speak to you face to face."
The margin compounds. At $25 retail and $5 wholesale, every screen Cossin Media adds throws off $20 a month in gross profit before any creative work is sold on top.
A 20-screen deployment like Worcester Public Market generates around $400 a month in margin alone — recurring, with low ongoing service load once the menus are built.
Tier
$screen / month
What's included
Margin
Hands-on
$15
67%
Mid-range
$20
75%
Hands-off
$25
80%
Tiered pricing gives Cossin Media room to compete on more than price. When a prospect pushes back with "I saw $10 a screen elsewhere," Theo's answer is straightforward:
"Yes, you can go find places where it's $10 a screen — but you're doing everything yourself. With me, you have customer service, you have someone who can come into your business and speak to you face to face."
The margin compounds. At $25 retail and $5 wholesale, every screen Cossin Media adds throws off $20 a month in gross profit before any creative work is sold on top. A 20-screen deployment like Worcester Public Market generates around $400 a month in margin alone — recurring, with low ongoing service load once the menus are built.
Features
Features Used by Cossin Media
Menu Boards
Update menu boards across multiple restaurant clients instantly — no on-site visits required.
Scheduling
Schedule daily specials, lunch and dinner menus, and seasonal promotions to switch automatically across every screen.
Remote Management
Manage every WooViu screen — across 28+ deployed installations — from one dashboard, on any device.
Drag & Drop Editor
Build and update content for any client without design or technical skills.
Slideshow & Video
The 99% use case for Cossin Media's clients — drag, drop, and let the screens loop.
Multi-Location
Group screens by client and venue. Twenty screens in one food hall, organised by tenant.
Why white-label signage anchors a multi-product local offering
Theo doesn't lead his sales conversations with signage. He leads with the broader Cossin Media package — websites, listings, social media management, online ordering through Wootown Eats — and folds signage in. The reasoning is structural: signage drives more touch with the customer than any other product in the stack.
"More than any other media — web, whatever — you are constantly in front of the customers. Every single day, they see the work you do."
A web build is invisible after launch. An online ordering system runs in the background. But a screen running menu boards in the front of house is unavoidable. The owner sees it daily. The staff see it daily. Every guest sees it daily. That visibility creates a feedback loop.
- The owner spots a typo on the special slide and calls Theo.
- A new menu launches and Theo redesigns the board.
- A seasonal promotion goes live and Theo schedules it across every screen.
Each of those touches creates an opportunity to upsell or retain across the rest of the portfolio. Signage isn't the largest revenue line at Cossin Media. It's the stickiest — the one that keeps the agency in the customer's awareness without quarterly check-in calls.
The hardware journey: from Fire TVs to Onn streamers
White-label signage software is only half the deployment. Hardware decides whether the screens stay on.
Cossin Media's first WooViu deployment ran on Amazon Fire TVs — specifically Insignia-branded sets with built-in Fire TV software. They were affordable and easy to source. They were also unreliable. Apps would drop back to the Fire TV home screen mid-loop. Other guests' TV remotes in the same building would change channels on the signage screens. Idle-shutoff timers kicked in regardless of the signage app being in active use.
Eventually the workarounds stopped holding. That was the moment Theo switched hardware.
"It was an absolute nightmare. I couldn't take down those seven TVs."
The replacement: Onn Google TV streamer boxes from Walmart — the same hardware that many other Juuno white-label partners have settled on independently. The lesson, in Theo's buying experience, is that RAM is the spec that matters.
$10 sale Onn sticks with 1.5 GB RAM sit below Juuno's 2 GB minimum and crash on video-heavy playlists.
$25 box with 2 GB+ RAM is reliable.
$40 box with an Ethernet port is best of all — hardwired connectivity eliminates the marginal-Wi-Fi failure mode that affected the cheaper sticks.
Pay $15 more per device up front and skip a year of trip-charges to fix crashes.
For deployments where the screens are close to a router, a wired Ethernet connection beats Wi-Fi every time.
Theo's advice for agency operators considering white-label signage
Asked what he'd tell another agency owner thinking about adding a signage product to their stack, Theo's recommendation reflects his own twelve-platform research process:
"Find a solution that fits the kind of customers you serve. Start with something simple - that way you can ferret out what features you actually need before you commit to something more complicated. Ninety-nine percent of customers just need image and video. Pick the platform that does those two things really well and gets out of the way."
Three concrete takeaways from Theo's experience for any agency considering this model:
Trial the platform on real customer hardware before committing. A demo on the vendor's reference setup tells you nothing. Run it on the same Onn stick or Fire TV that you'll actually deploy.
The white-label mobile app matters more than the dashboard. Customers will see the player every day; you'll see the dashboard occasionally. If the player has someone else's branding on it, it isn't really white-label.
Stack signage with adjacent recurring services. The product that succeeds in this category isn't a standalone signage business — it's a packaged local-business offering where signage is one prong of three or four.
What's next: vertical expansion and a local ad network
WooViu is currently 100% restaurants. Theo is actively planning two expansions.
Vertical expansion
Auto repair shops and dentist office waiting rooms are next. Both have screens already (cable TV running silently in the corner) and both have natural use cases for menu boards or service lists they currently don't address. The sales motion is identical: lead with Cossin Media's broader local-business package, fold WooViu into the bundle.
A shared local ad network
Theo's longer-term play is to use the network of WooViu screens across Cossin Media's customers as a shared ad inventory. A local pizza shop running WooViu in their dining room could see its ad on the dentist's waiting-room screen across town — and vice versa. The economics work because Cossin Media has already built the creative for each business; cross-running it costs nothing extra.
"There could be a shared ad system, where there could be other ads from other businesses, because I've already created these promo videos for them. They'll already be in the system."
The shared network also justifies the $25 hands-off tier against cheaper DIY alternatives: cross-promotion is an exclusive benefit of being on the Cossin Media network.
Build your own white-label signage brand at up to 80% margin.
If you're already running websites, online ordering, listings, or app development for local businesses, white-label signage is the natural next product to add. Bundle it. Charge a tiered rate. Watch the margin compound. $5 per screen wholesale. Your brand. We handle the rest.