CASE STUDY: Pivoting and Positioning a Tech Company
A boutique tech company wanted to attract more businesses with positive social impact. The founder also wanted more time to volunteer, by teaching.
The company was known for an app that helps California wine growers reduce water usage and costs. They created technology for a healthcare system to improve services for people with AIDS (50 states).
Through collaborative exploration, interviews, and capturing stories, I guided the founder in identifying and clarifying the new positioning which created two client pipelines: 1) leaders/decision makers; and 2) developers.
Although two different markets, they wanted the same outcomes. They just spoke about them differently. As a result, we adapted marketing and communications to effectively accommodate these insights while presenting the founder as a thought leader.
We transformed his entire website, LinkedIn summary & tagline, social media descriptions, elevator pitch, optin content, email sequence, discovery call script, and began developing a product.
New business is already coming in via both pipelines and the founder has just been asked to teach at a big tech event in San Francisco.>