THE PROBLEM

A tech-driven soft skills coaching platform had deep intellectual property. But the market was confusing it with basic spoken English training. The brand claimed to be "for everyone." Marketing wasn't converting. Lead quality was poor. ROAS was stuck at 2X.

The founder's communication was unintentionally reinforcing the English training perception. Meanwhile, the real product depth around confidence, communication, and workplace skills was getting lost.

THE INSIGHT

"For everyone" means for no one. Vague positioning creates vague demand.

The real opportunity was specific: young engineers from tier 2 cities moving to metros for tech jobs. They don't have an English problem. They have a confidence problem. They can code. But they struggle in meetings, presentations, and workplace conversations.

That's a totally different emotional job than language fluency. And it's a segment with clear pain, purchasing power, and employer ROI.

THE WORK

Interviewed 30 current users across cities. Found the pattern: small-town engineers in metro workplaces struggling with confidence, not English fluency.

Visited 8 tech company campuses. Talked to HR managers about soft skills gaps they consistently saw in tier 2 hires. The gap wasn't vocabulary. It was presence, clarity, and workplace communication norms.

Repositioned the brand from "soft skills for everyone" to "career accelerator for early-stage tech professionals from tier 2 cities." The messaging shifted to real workplace pain points, not generic improvement promises.

Reframed "soft skills" as confidence building for concrete career situations: client calls, sprint planning, performance reviews. Made the outcome tangible.

Expanded the service offering with exam preparation targeted at the same segment. Gave customers more reasons to stay engaged, boosting lifetime value while deepening the positioning.

THE OUTCOME

ROAS jumped from 2X to 14X. Lead quality improved dramatically. The brand now attracts customers who understand exactly what problem they're solving.

Customer retention increased with the expanded service bouquet. The focused positioning made everything from ad copy to course design more effective.