SITUATION:
Winware.ai provides a solution that utilizes product usage and customer data to make recommendations that optimize product-led growth. Their product is targeted at growth companies who are likely low on resources, but need the insights and data to help them understand where their product succeeds or fails with customers.
PROBLEM:
With positive sentiments coming in from conversations with prospects, Winware understood that they had a product that had the potential to thrive in the marketplace. They believed that they had unique differentiators that would position themselves successfully against the competition, but lacked the internal resources and skill sets to pin down effective positioning and messaging. They needed to build a collective understanding of their market landscape and category definition, how they position themselves in that market, their key value proposition, and what succinct messaging would best resonate with their target audience.
SOLUTION:
Fluvio spent two days facilitating a tailored Positioning and Messaging Workshop for the Winware team. Through a series of exercises, we worked with the team to define Winware’s “why” and “how” to inform an impactful value proposition. Next, we examined specific characteristics of their ideal customer profile (ICP) and details of individual personas to help add dimension and color to their perceived target. Our team spent a good amount of time chatting through competitive categories to hone in on which market makes the most sense for Winware to play.
After the workshop, Fluvio used the collective insights from the two days to build a messaging framework that told the story of Winware’s value, supported by ideal outcomes that solve key customer pain points. Fluvio then used that messaging to inform website copy that will transform Winware’s landing page.
CLIENT INTERVIEW
We sat down and interviewed Steven Cohn, the Founder & CEO of Winware, to get his thoughts on our work together.
Steven Cohn
Founder & CEO of Winware
What problems were you encountering that led you to believe a positioning & messaging focused workshop could help?
We were hearing positive feedback from customers, but seeing inconsistent inbound leads, which led us to realize we needed a better understanding of our value proposition, ICP and how to talk about our product benefits.
How did the Positioning & Messaging workshop with Fluvio help you and your team achieve the goals for your business?
The workshop enabled us to develop a better understanding of, and more focused messaging for our core ICP. We ultimately plan to use this messaging to update and optimize our website copy and flow.
What were some of the outcomes from the workshop that surprised you?
The collaboration of individual ideas removed the risk of groupthink and allowed us to successfully get everyone’s voice heard. Ultimately, we were able to combine all of our individual thoughts into some ‘aha’ insights.