The Business Problem

A Kerala-based startup had built a robust technology to offer hyper-relevant soft skills coaching. It could instantly match learners with coaches who shared a professional or cultural background. Yet, despite this breakthrough, they were being mistaken for a spoken English training app, even by their users. Worse, they were targeting everyone, which diluted their narrative and led to weak business traction.

What We Uncovered

Two things were hurting the brand. First, founder anecdotes and communication unintentionally reinforced the English training perception. Second, the offer felt vague because it claimed to be for everyone. But in our research, a clear high-need segment emerged: young engineers from Tier 2 towns who had just moved to big cities and needed more than just hard skills to thrive in their careers.

The Strategic Shift

We repositioned the brand as a career accelerator for early stage tech professionals who had moved from small towns to metros. Soft skills were reframed as a confidence booster for workplace success. The new narrative focused on real-life pain points, like struggling to speak up in meetings or adapt to urban corporate environments.

How We Brought the Positioning to Life

We crafted the narrative around career progression instead of language improvement. Marketing focused solely on the new TG. The founder gained clarity to expand offerings. Exam prep modules were added to improve customer lifetime value. The brand also overhauled its website and onboarding to reflect the sharper who and why.

What Changed

ROAS jumped from 2X to over 14X. Lead quality improved. The brand now attracts the right users and retains them longer with an expanded service bouquet. It has reclaimed its edge as a tech-first solution for real career problems, not just spoken English.