Pangolin Website & Trend LP

The Challenge

A software development company with over 25 years of operational maturity, had built a strong foundation in custom development. However, it faced structural and perception-related barriers that limited its growth in global markets.

Key challenges included:

Fragmented service lines that confused prospects and diluted their proposition
An India-centric identity that did not capture North American buyers
Under-leveraged experience across SaaS, serverless, and cloud-native technologies

Our Approach

Align the firm’s service with what buyers value: clarity, specialization, and executional reliability.

1. Service architecture

We reorganized the offerings under a focused delivery model: Build as a Service (BaaS).

This consolidated fragmented capabilities into a clear, outcomes-based framework centered on AWS Cloud Native development, serverless architecture, and SaaS delivery.

‍

2. Positioning strategy

We shifted the narrative from “technology provider” to co-creator of digital products. The messaging focused on founders, product leaders, and CTOs targeting specialization and scalable execution.

‍

3. Differentiated market presence

Rather than making broad capability claims, we narrowed focus to a few, high-confidence technologies (AWS, serverless, modern JS frameworks, UI/UX), supported by a hybrid nearshore–offshore delivery model.

Phased Rollout Strategy

Phase 1

Repositioning and Messaging

Conducted positioning workshops with leadership and delivery teams
Developed “Your vision. Our execution.” messaging framework
Defined detailed ICP profiles (SaaS founders, product leaders) to guide messaging and content tone

‍

Phase 2

Website redesign (version 1)

Built a new site architecture structured around the BaaS model
Rewrote copy to align with buyer expectations and the differentiated value
Designed UX flows based on buyer journey logic

‍

Phase 3

Campaign activation and targeted outreach

Launched focused content campaigns targeting North American SaaS product teams
Published blogs showcasing AWS-native and serverless builds
landing pages to drive conversion for both strategic (cloud-native) and transactional (QA/testing) services

‍

Phase 4

Website refinement (version 2)

Incorporated performance insights to optimize messaging and user flows
Strengthened positioning around product partnership and rapid GTM capability

Impact Snapshot

3x increase in inbound demo requests from North American SaaS teams

Website bounce rate dropped by 47% post-relaunch

Avg. session duration doubled across key GTM service pages

40% increase in qualified leads from mid-market product teams

BaaS became the anchor for sales, content, and outreach

Repositioning a Legacy Software Firm for Global SaaS Growth

ForgeAhead