Blinkmetrics came to Fletch during a phase of experimentation and trying to find product-market-fit. They were exploring how to help SMBs make sense of their business performance, but the messaging wasn’t landing. It leaned too heavily on BI and data terminology — words like “business reporting” and “data-driven decision-making” — which didn’t reflect how their target audience actually talked about their work. People visited the site but left unsure of what the product did, who it was for, or why it mattered.
Unclear who the product was for or what audience it served
Messaging was too high-level and generic — visitors didn’t understand what the product actually did
Language didn’t match how the target audience sees themselves or talks about their job
Before
Clear focus on SMBs and their current workflow (manual spreadsheets)
Specific use cases brought front and center
Messaging shifted to reflect what SMBs care about, not abstract BI language
After
Unclear who the product was for or what audience it served
Messaging was too high-level and generic — visitors didn’t understand what the product actually did
Language didn’t match how the target audience sees themselves or talks about their job
Before
Clear focus on SMBs and their current workflow (manual spreadsheets)
Specific use cases brought front and center
Messaging shifted to reflect what SMBs care about, not abstract BI language
After
