Kickplan is a turnkey monetization engine for growth-stage SaaS companies.
SaaS Infrastructure • Founded 2023
We partnered for 7 weeks as part of the PMM Launch Accelerator Program
The Challenge
Kickplan needed to quickly build pre-launch credibility and excitement.
Kickplan needed to work fast to prove market interest ahead of the product’s launch in early 2024. But all he had to date was a brand guide, a low online profile, and a rough draft of a sales pitch deck.
We immediately aligned on an objective of generating waitlist signups as a means of creating buzz. To get those signups, we needed a strategy to:
Establish credibility about Kickplan’s ability to understand prospects’ needs and challenges.
Provide clear, understandable information about Kickplan’s products and services.
Provide social proof of Kickplan’s success with design partners.
“Amy, Nabha and Shaz had a tough task... a new startup, a nascent industry, and a rather complicated product. Still, they did the hard work to understand what we do and translate it into a strong position, a coherent way to talk about our product, and some great messaging.”
Will Clark
CEO, Kickplan
The Deliverables
With new market research, audience insights, and marketing assets in hand, Kickplan is armed and ready for pre-launch.
To elevate Kickplan's market appeal, establish credibility, and generate anticipation for its 2024 launch, we recommended clarifying the positioning, organizing and simplifying the messaging, creating a new home page, and developing a funnel with a supporting founder blog to drive waitlist signups.
Our process involved researching and analyzing the product, competition, target customers, and jobs to be done. With insight from the research, we crafted persona profiles, a competitive “where we win” document, and a messaging framework.
Foundational strategy in place, we then provided a founder POV blog and brand new home page. The blog leverages Will’s experience as an engineer to establish credibility with his target audience. The website features clear messaging that unfolds in a logical order, with punchy copy to draw in the reader. A logo wall and testimonial from a design partner establish social credibility.
Customer Research
Researched three personas and defined their objectives, pain points, and jobs to be done.
Marketing Plan
Outlined a four-part funnel for driving waitlist signups and converting them to demo requesters down the line.
Competitive Research
Researched three competitors and provided insights on where Kickplan can win.
Founder Blog
Crafted a short point-of-view article for the founder to post on LinkedIn to drive traffic to the new website.
Positioning & Messaging
Developed a messaging house with a positioning statement, single overarching value prop, and three supporting pillar messages.
Website Home Page
Created a new homepage that translates the messaging into punchy copy, conveys product features and benefits, and drives waitlist signups.
Learn more about The PMM Accelerator Program
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