Frankli came to Fletch to help sharpen their positioning. They believed they were positioning too broadly across too many segments and verticals. Additionally, they believed their current website was not clear enough about what they do and who it’s for. To further complicate the issue, their product is extremely powerful and covers a vast number of use cases. We helped them to focus in on their main buying champion (People Ops teams) and anchored the solution around solving their core challenge (i.e. their system only works if the people managers use it). This allowed us to prioritize which features we shared on the homepage (i.e. the features that make people managers want to use the platform) — and which we de-prioritize or move to other pages all together.