messaging & positioning

This case study example shows how strategic messaging and positioning has effectively addressed customer challenges, driving engagement and differentiation in the competitive learning landscape.

overview

By leveraging insight into structured frameworks such as:

  • Competitor analysis

  • Pains & gains

  • Positioning

  • Messaging

  • Narrative

we communicate the value and differentiation of AI assistant, Ela to the market.

competitor analysis

Sales survey found Ela competitor battlecards:

  • Increased sales confidence by 156%

  • Increased sales readiness by 108%

Internal customer insights

pains & gains

External market insights

positioning

What’s the market category?

AI-powered assistant for self-paced learning platforms.

What’s the problem?

  • Limited Time – Learners struggle to prioritise training when balancing work priorities

  • Low Engagement – Self-paced learning lacks collaboration often resulting in low engagement

  • Poor Knowledge Application – Difficulty relating theoretical skills to real-world job roles

What’s the product?

Ela is QA’s AI-powered learning assistant, designed to enhance engagement, retention, and real-world application.

Available across courses and labs, key features include 3 Smart Actions:

  • Summarise

  • Test

  • Explain

As well as the ability to answer custom questions.

Why is it unique?

QA is known for delivering 35+ years of in-house instructor-led training.

Unlike competitors, Ela is trained exclusively on QA-authored content, providing scenario-based explanations and real-world analogies in both courses and labs.

What’s the offer?

Ela is embedded in QA’s self-paced platform, offering 24/7 AI-powered learning support at no additional cost.

messaging

Product name

"Ela," short for Expert Learning Assistant, captures the AI assistant’s role in providing expert-level guidance across self-paced courses and labs.

Value prop

The only AI assistant trained exclusively on QA-authored content, Ela combines the power of human expertise and AI to help you reach learning goals faster.

Audience

User: Digital Dan

Dan works in Fintech. He’s passionate about emerging tech and digital transformation. He knows in order for his company to remain competitive, his team need the latest digital skills but struggles to prioritise training with demanding workloads.

Tone of voice

Friendly, conversational and informal.

  • Ela is here to break-down jargon, not use it.

  • Ela simplifies complex topics, so speaks in simple terms.

  • Ela wants to help users, so uses approachable language.

Proof points

“I had a client mention on a check-in call that users had found Ela really useful for helping them chunk up and summarise longer videos on the platform - helping them focus and grasp the lesson concept faster.”

Benefit-led messaging pillars

  • Expert intelligence for guidance you can trust

  • Instant assistance to reach learning goals faster

  • Personalised responses for a relevant learning experience

product narrative

The change

AI-powered assistants are transforming self-paced learning. But few provide real-time, expert-backed support within courses and labs to drive faster understanding and effective application.

Winners & losers

Winners: Users who achieve their learning goals faster and more efficiently by harnessing AI assistants to clarify concepts, summarise key takeaways and provide context for real-world application.


Losers: Users who waste time re-watching module content to clarify their own understanding, regain lost focus and take manual notes.

The new game

Tutor-style AI assistants that explain, test, and summarises information—but only if they can trust its accuracy.

Why it’s hard

AI hallucinations and unknown sources of information make accuracy a concern

What we’ve built to help

Ela is a tutor-style AI assistant, trained exclusively on QA-authored content for trusted, expert-led learning support, built into every QA course & lab, at no extra cost

results

Internal sales collateral:

  • 156% increase in sales confidence

  • 108% increased in sales readiness

  • 10% of deals won within 60 days post-launch cited Ela’s expert-trained AI as a key differentiator

External messaging:

  • 48% CTR from launch email

  • 62% session engagement rate from GTM activities

  • 70% of users who started in-app walkthrough completed all 6 steps