ASG

How do you convince bootstrapped founders that you aren’t like typical private equity firms?

ASG puts people first, no exceptions. Which is definitely not the norm when it comes to acquiring companies. With a focus on bootstrapped founders of market-leading vertical SaaS companies, ASG needed their marketing to communicate the unique problems they solve and long-term value they bring to founders and their businesses.

Working with ASG’s entire team, we crafted positioning and messaging to capture their unique approach, mindset, philosophy, and personality. Then, we turned it all into a website that’s 100% focused on founders—prospects as well as those whose companies are already part of ASG. New pitch decks and a field guide to walk companies through the LOI to Close process help reinforce their new brand.

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Scope:
Strategic Messaging | Voice & Tone | Copywriting: Web, Presentations, Collateral


“Susan and Julie are masters at their craft. They dug deep into the heart of our organization, oriented themselves quickly, and helped pull out our most authentic voice. Beyond high quality results, they’re also just fun to work with.”

Bess Yount, VP Operations