"Working with Tasha is like having x-ray vision" - Kaelon Egan, Founder
Accela's app "Ecollect" optimizes the usability of the massive databases relied upon by most private and public schools. With prospective buyers making initial overtures about acquiring the company, leadership wanted to strengthen sales and minimize churn.
A key piece of information surfaced after we mapped the complex consideration process within school districts, then did a deep dive into the mindset of the primary decision-maker. Accela had been pushing "innovation" as its value proposition; our discovery process debunked that approach. We revealed that a district's primary concern is, in fact, minimizing disruption to its stakeholders (parents, administration, teachers). This disconnect between audience and messaging explained why Ecollect's ROI, no matter how impressive, could not convert customers. We participated in the development of a simplified, low-friction customer onboarding process, and then produced a customer-facing playbook to match. Deliverables also included: new website copy, an internal messaging handbook, case studies, customer service SLAs, and a refreshed brand kit supported this positioning shift.
Accela was acquired by the largest player in the industry for 3x its previous year's valuation.