About The Company
Scalekit is a developer-focused authentication and user management platform purpose-built for B2B SaaS applications. Its core value proposition is to simplify and accelerate enterprise customer onboarding so that SaaS companies can scale with confidence.
Scalekit is designed from the ground up for multi-tenant SaaS environments. It offers features such as SSO (Single Sign-On) and SCIM (System for Cross-domain Identity Management) as ready-to-deploy SDKs and APIs.
The product is positioned to address the specific needs of fast-growing SaaS startups, especially those targeting enterprise clients.
Standing Out in a Competitive Space
The authentication market was crowded with multiple options.
Developer tools offered comprehensive platforms.
Basic auth features came bundled with infrastructure providers.
Few solutions were one-size-fits-all for consumer and software products
They were not able to explain their product to the technical audiences because they had:
Unclear differentiation against
competitors
Inconsistent messaging
across multiple touchpoints
Overly technical language
that made business value unclear
Without a clear narrative, Scalekit was struggling in every sales conversation.
Key Objective
We aimed to position Scalekit in a way that drove conversions, not just explained features.
Specific responsibilities:
1. Diagnose the root positioning problem
2. Build a strategic foundation
3. Develop a unified narrative
4. Create scalable assets
Success criteria:
Our Approach
To understand Scalekit's positioning challenge, we researched why their features weren't converting prospects. We needed to create a narrative that made the differentiation immediately clear and gave the sales team a story they could actually use in conversations.
So, we ran the engagement around one principle: get the strategy right before executing tactics.
We divided the work into six phases, with each step laying the groundwork for the next
1. Problem Discovery & Diagnosis
But the real story came from 10+ sales transcripts and customer interactions. Scalekit’s website and collateral were not clearly communicating the product’s value proposition to its primary audience. There was recurring confusion among prospects who saw Scalekit as “just another auth provider”.
To get more insights, we went one step deeper into research as we:
The key insight
Scalekit had an organization-first architecture but treated it as a minor feature. Prospects could understand what Scalekit offered but couldn't see a compelling reason to switch. The messaging did not sufficiently differentiate Scalekit as a B2B SaaS-focused platform, nor did it clearly define the category it was playing in.
2. Strategic Foundation
Understanding the gap got us started. Now, we needed to know what would compel the prospects to switch
providers.
So, we applied the "jobs to be done" (JTBD) framework to sales calls and customer interviews. The JTBD
framework reveals why customers ‘hire’ products to complete a specific ‘job’. We used it to understand what
each persona truly needed.
These insights revealed a critical gap in the market.
Competitors like Auth0 and Clerk were not built for B2B teams. These teams had a choice to either use a
B2B-native platform or try to adapt consumer tools for their use cases. It made the competition irrelevant as
Scalekit had strong differentiation.
To make the differentiation clear, we created a positioning strategy. It mapped use cases, competitive
alternatives, their core problems, and how Scalekit solved them. Here's how we mapped the three main
competitive alternatives:
3. Building The Narrative
Three-tier benefit hierarchy lets us speak to target audience in a language they cared about.
The core narrative we developed
"Ship SSO and SCIM in days, not months. Organization-first architecture eliminates engineering overhead."
This narrative worked because it:
4. Establishing Guardrails
So, we created nomenclature rules and messaging guidelines to keep the positioning consistent across all
touchpoints.
Terms like "B2B platform or "B2B company" would weaken the differentiation. Using consistent terminology will support the core positioning through the growth phase.
5. Bringing Strategy To Life
We wrote the homepage copy and created low-fidelity wireframes that brought our strategy to life. Each
word and design choice supported the narrative.
Immediate clarity (what is this?)
Differentiation (why Scalekit?)
Time to value (how fast?)
The winning version led with product category (headline) and competitive advantage (sub-headline).
While creating the home page design, we structured it to guide technical buyers through a clear path. It
moved from the core value proposition to product capabilities, then to differentiation, and finally to proof.
In the end, we delivered the complete asset set. Homepage copy, wireframes, and positioning deck. All
focused on the same story with consistent narrative flow and terminology.
The engagement delivered results across four areas:
"Before working together, we had a feature problem. After the engagement, we had a story. Our website now clearly communicates what makes us different, and our sales team actually uses the messaging in their calls. The ROI was immediate and measurable."
Satya Devarakonda
Founder, Scalekit
