Context
CleverFi is a technology company selling secure, portable Wi-Fi identity software. Its portability feature lets a person carry an SSID and password between places, so the familiar home network appears wherever the product is deployed, and it lets an operator hand each user or device its own network instead of a shared password. The company sells to businesses through sector-specific landing pages alongside a page for individuals, and positions the product as an identity layer for Wi-Fi rather than another router or private-network tool.
By the fall of 2025 the company was early stage and preparing for its first pilots, with interest coming from operators in mobility, hospitality, property management, and healthcare, all of them settings where large numbers of transient users and devices come and go. Two shifts framed the work: connected fleets, chargers, and short-stay properties were adding devices faster than shared guest networks were built to handle, and buyers were starting to look for answers inside AI-generated search results rather than only inside a list of links.
Challenge
CleverFi built a portable Wi-Fi identity product that lets a familiar network follow a user across locations. Interest arrived from several industries at once, each with its own buyers, its own deployment path, and its own regulatory weight, and each priced on a different unit: per vehicle, per property, per user, or per location. The company needed to decide where to begin, whether the pricing it was considering still held once delivery costs were counted, how a website serving many sectors at once should support inbound demand, and how to turn scattered early conversations into pilots that would produce evidence. The scope asked for a repeatable path from first contact to deployment rather than a one-off campaign.
How the team worked
The team split the semester into four parallel workstreams: financial planning and pricing, customer and market research, website optimization, and marketing strategy. Research led, since the choice of starting verticals shaped the pricing scenarios, the landing pages that mattered, and the audiences the outreach plan would target. Every workstream reported into the same weekly timeline, and client meetings held every few weeks were used to test drafts and outlines before they were built out in full.
Each vertical was studied on the same template so the results could be compared directly: how organizations in that sector connect devices today, what fails, which regulations apply, who signs, and where a first conversation could start. Those findings were turned into a weighted score across urgency, ease of deployment, regulatory demand, and market potential, with the two deployment-facing criteria weighted heaviest because they govern how soon a pilot can begin. Scoring against stated criteria meant the recommendation could be rechecked later rather than taken on instinct.
The financial work was built from the company's own transaction records rather than assumptions alone. Revenue and cost tabs pull from exported transaction data and roll it up by category and month, assumption tabs hold the inputs a user can change, and the metrics and summary tabs compare results against goals the user sets. The profit and loss statement mirrors the calculator line for line, so a change to pricing, unit counts, or discounts flows through the twelve-month view without rebuilding the sheet.
The website and marketing work was written to be maintained by the company after handoff. The audit benchmarked loading, interactivity, and visual stability on both mobile and desktop, the keyword report scored terms by volume, difficulty, intent, and click potential, and the optimization sheet set original copy beside revised copy with the search rationale for each change. The structured-data work added a validated template, a worked example, and implementation steps, and the marketing plan closed with a content calendar that gives each platform a role and a cadence.
Workstreams
- Researched five candidate verticals, profiling how each connects devices today, the recurring connectivity and security issues it faces, and the regulations that shape adoption.
- Built a weighted scoring model comparing verticals on urgency, ease of deployment, regulatory demands, and market potential, and recommended where to start.
- Developed a pricing calculator that models revenue and cost scenarios by industry and feeds a twelve-month profit and loss statement with goal tracking.
- Audited the website against Core Web Vitals, produced a keyword report, and rewrote landing-page headings, subheadings, and calls to action for search visibility.
- Prepared structured FAQ data and implementation steps so the company's answers can surface in AI-driven search.
- Wrote a thirteen-week go-to-market plan and a six-week content calendar that pairs brand content with founder-led storytelling.
What the team found
- The same failure pattern recurred in every sector studied: devices drop out in low-coverage areas, shared public networks carry privacy risk, and corporate networks refuse unfamiliar devices.
- Because that pattern repeated, the product read as a repeatable answer to one problem rather than a set of separate custom builds priced and sold industry by industry.
- Verticals separated less on how large a market was than on how quickly a pilot could start and how much regulation stood between a first conversation and a working deployment.
- The sectors with the lightest regulatory weight and the shortest install path ranked highest, while several of the largest markets on the list carried the heaviest compliance requirements.
- The site audit showed a clear gap between the desktop and the mobile experience, and mobile loading was where a fix would move visibility and conversion the most.
- Search terms tied to a specific sector were far less contested than general connectivity terms, which pointed the keyword work toward the vertical landing pages rather than the homepage.
What the client received
- Vertical research workbook with sector profiles, pain points, regulations, and decision-maker mapping
- Ideal customer profile definition and first-conversation entry points for each sector studied
- Weighted market-opportunity scoring model and priority ranking across five verticals
- Pricing calculator with revenue, cost, assumption, metrics, and goal-tracking tabs
- Twelve-month profit and loss statement wired line for line to the pricing calculator
- Core Web Vitals benchmark for mobile and desktop, with prioritized performance fixes
- SEO keyword report scoring terms by volume, difficulty, intent, and click potential
- Landing-page optimization sheet comparing original and revised headings, copy, and calls to action
- FAQ structured-data template, worked example, validation results, and implementation steps
- Thirteen-week go-to-market plan and a six-week content calendar with brand and founder storylines
Outcome
CleverFi now has a ranked view of which industries to approach first, the pain points to lead with in each, and a recommended first account to pursue in every one. It has a financial model it can update itself as pricing, volumes, and discounts change, with a twelve-month profit and loss statement wired to it. It has a page-by-page list of website changes with the reasoning behind each, a validated structured-data template it can extend, and a week-by-week plan for moving outreach into pilots and documented results.
Recommendations
- Begin with electric vehicle charging, where the install path is shortest, regulation is lightest, and no established connectivity layer yet holds the position.
- Follow with short-term rentals, where constant guest turnover and shared credentials make the problem urgent enough to justify the added integration work.
- Treat autonomous and ride-hailing fleets as the next wave, where the data and latency demands are clear but regulation and vehicle ownership shape the timeline.
- Approach hospital systems last, since segmentation and compliance make the technical fit strong while the entry path stays long and specific to each system.
- Run any new sector through the pricing calculator before committing to a plan, so unit economics are tested against real delivery costs rather than list pricing alone.
- Fix mobile loading first, then work the priority keywords into headings, subheadings, and calls to action page by page and add FAQ sections carrying structured data.
Next steps
- The client was handed a thirteen-week go-to-market plan that sequences target identification, outreach, demos, pilot agreements, and measured deployment across all five verticals.
- The client was handed a six-week content calendar with platform roles, weekly themes, and a posting cadence pairing brand content with founder-led storytelling.
- The client was handed an input-driven pricing calculator and a linked twelve-month profit and loss statement, so revised assumptions flow through without rebuilding the model.
- The client was handed implementation steps for the structured-data template, covering where to place it, how to validate it, and when to update it as the questions change.