Before touching any messaging, we needed to understand Pocketworks on their own terms: who they serve, what they’re best at, and where they sit against the competition. Fact-finding sessions with the team surfaced their target customer criteria, USPs and tone of voice, backed by a full competitor audit to see how they measured up in their market.

• Sharper Targeting: Defined the project value, sector focus and values-alignment that make a good-fit client.
• Clear-Eyed Competition: Benchmarked Pocketworks against their closest rivals and found genuine strengths to build the positioning around.

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Pocketworks were talking to a wide spread of technical buyers without a clear picture of what each one needed to hear. We built out detailed personas across their core sectors, each mapped against day-to-day activities, development needs, pain points and the objections that typically stall a sale.

• Built for Sales, Not Just Marketing: Every persona includes a typical sales flow and the barriers that come up in real conversations, so the whole team can use them.
• Segmented Where It Matters: Broke broader sectors down further, recognising how differently individual buyer types approach app investment.

The final piece was commercial. We analysed revenue and profitability across every type of work and industry Pocketworks had delivered, to build a clear picture of where the business was making money and where it wasn’t.

• The Real Numbers: Surfaced which work was quietly driving the business forward, and which was underperforming despite looking busy on paper.
• Modelled Scenarios: Built out annual work-mix scenarios to help Pocketworks plan the year ahead with more confidence.