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02
Days 15–45
Positioning & Category
Own a narrative, not just a keyword.
2.1
Category Strategy
At $500K ARR with low demo volume, Haptik cannot outspend competitors on paid acquisition. It must out-think them.
- 01Category Design Workshop — are we 'just another AI tool' or the leader of a new category?
- 02Map the Point of View — what do we believe about the market that nobody else does?
- 03Identify the 'enemy' — the old way of doing things that Haptik replaces.
- 04Define the 'promised land' — what does the world look like once Haptik wins?
Deliverable · Category Strategy Document + Point-of-View Manifesto.
2.2
Messaging Architecture
Three audiences, one narrative — adapted in voice but anchored in the same point of view.
Audience-Specific Message Maps
- 01Economic Buyer (CFO/CRO) — ROI, time-to-value, risk reduction.
- 02Champion (VP/Director) — career win, team productivity, executive visibility.
- 03End User (IC) — daily pain solved, joy of use, learning curve.
Deliverable · Messaging Architecture Document + Audience-Specific Message Maps.
2.3
Website & Landing Page Overhaul
Homepage Transformation
- 01Hero — new headline tested via 5-second test. Subheadline + CTA above the fold.
- 02Social proof band — logos, metrics, testimonials (even from beta users / design partners).
- 03How It Works — 3-step visual explanation. AI is confusing. Simplify.
- 04Why Haptik — positioning pillars with icons + micro-copy.
- 05CTA strategy — primary ('Book a Demo') + secondary ('See it in action' video / interactive demo).
Landing Pages (3–5 Variants)
- 01ICP-specific landing pages — one per primary persona.
- 02Use-case landing pages — built around JTBD insights from Phase 1.
- 03Comparison pages — 'Haptik vs [competitor]' for high-intent SEO.
- 04Each LP has a single CTA, no nav, and a clear value prop above the fold.
Deliverable · Live homepage v2 + 3–5 audience-specific landing pages.