Issue

Inzpira, a fully customised, online, soft skills training platform. Despite a proprietary software system and specialised pedagogy ensuring great customer experience, Inzpira was struggling to attract the right leads and scale faster. Most of their growth was only dependent on referrals. Additionally, being widely perceived as a spoken English training company, disabled them from commanding a premium price for their premium service.

Process

We started by engaging with internal stakeholders to understand their lead generation issues better. After speaking to a wide rage of consumers before zeroing in on the core of the issue. While the business itself was pegged to a soft skills training platform, the most communicated aspect was their spoken English training. The brand was also lacked clear positioning among stakeholders leading to a broad base of targeted customers, leading to increased RoAS.

Result

We worked extensively with the leadership team to sharpen Inzpira’s market position as a ‘personal confidence coach for early career professionals who have moved from small towns to the Metros. This positioning triggered the entire Brand narrative and clarified the work agenda across functions internally. We also chartered a 3-year rolling marketing execution calendar with market and specific channel focus to be revisited on a quarterly basis. Inzpira has since refreshed their identity to reflect the new positioning, increased their RoAS manifold and even secured a round of fund.