“The positioning was built upon the premise that JustLogin was ‘The HR cloud that does it all’ – allowing business owners to pursue their business goals without worrying about HR.”
JustLogin sort to differentiate itself against a plethora of online / software as a service (SaaS) brands that offered human resource solutions to SMEs (big and small). They had been in the market for a while and struggled to define “what was unique and different’ about their offering and how to market these services.
We conducted a ‘secret shopper’ on all the major global competitors (collecting and collating their pricing, offers, sales techniques and go-to-market strategies). From this intel, the solution in terms of positioning and messaging, was found. It was to address the need for a complete suite of tools; whereas competitors focused on one, two or maybe three of the major features necessary for HR management, JustLogin was able to provide the “just right” cloud offering for all HR needs — the line ‘The HR cloud that does it all’ reminded me of Lord of the Rings (“One ring to rule them all”) … it was a great fit.