Rosie came to us with strong early positioning and clear traction. They wanted to take their messaging from 70% to 90%—sharpening their story around the real alternative (answering calls yourself) and simplifying setup into a clear, step-by-step flow.
Skipped the obvious competitor: site compared against voicemail and answering services but ignored the #1 reality—owners answering calls themselves
Overlooked setup clarity: homepage buried how Rosie actually works, raising doubts about complexity
Feature sprawl risk: no clear distinction between core “base plan” features and premium upsell, leading to confusion
Before
Named the true alternative: framed directly against DIY call-answering—99% of their ICP’s real behavior
Step-by-step story: clarified onboarding as “train Rosie → review/customize → forward calls → go live,” highlighting instant time-to-value
Feature layering: emphasized the simple $49 base plan while tucking advanced receptionist features (transfers, SMS, spam filter) further down the page
After
Skipped the obvious competitor: site compared against voicemail and answering services but ignored the #1 reality—owners answering calls themselves
Overlooked setup clarity: homepage buried how Rosie actually works, raising doubts about complexity
Feature sprawl risk: no clear distinction between core “base plan” features and premium upsell, leading to confusion
Before
Named the true alternative: framed directly against DIY call-answering—99% of their ICP’s real behavior
Step-by-step story: clarified onboarding as “train Rosie → review/customize → forward calls → go live,” highlighting instant time-to-value
Feature layering: emphasized the simple $49 base plan while tucking advanced receptionist features (transfers, SMS, spam filter) further down the page
After
