Assemplify
Launching a B2B Start-up for the Real Estate, Design & Construction Industries
“I’ve worked with Wolf Craft at three of the companies I founded. My most recent venture, Assemplify, is a B2B startup that provides commercial furniture assembly services.
Wolf Craft was essential for the launch of Assemplify. They came onboard when the project was just an idea, and provided invaluable market research and messaging strategy that guided our entire launch roadmap.
Kirsten and Nora consistently provided critical insights that went above and beyond their scope of work—insights that will surely impact our growth channels as we bring our service to market.”
— Brian Buhl, Co-Founder at Assemplify, CoPartner at two, and Co-Founder at Pair
Services
In-depth Industry Audit
Product Launch Strategy
Company style guide with mission & vision statements
Website Buildout Roadmap and Final Copy
Industry-specific Sales Decks
Industry
B2B SaaS
Real Estate & Property Management
FF&E Installation
Architecture and Construction
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Assemplify provides on-demand commercial furniture installation services and post-occupancy support. Founded by furniture industry pros, Assemplify handles a common industry need—reliable, same-day install services.
Their easy-to-use portal matches skilled commercial installers—Assemplifiers—to projects of all sizes. From one workstation set up to a full office move.
The Challenge
Create a communication strategy—from scratch—for a brand new startup that was still just an idea
Assemplify’s founders, Vince Contreras and Brian Bhul, are furniture industry veterans. They understand what works, and what doesn’t, in the world of commercial space design, construction, and management.
Vince and Brian knew there was a need in the market for reliable, same-day install services. Existing services and stop-gaps were causing hours of extra work and headaches for their businesses and clients. They could talk about it for hours. So Vince and Brian got together to found Assemplify.
They reached out to Wolf Craft for help with synthesis. Our job—synthesize their ideas, hours of conversations, and industry knowledge into a clear communication strategy. Create messaging that cuts through the noise and accurately describes all Assemplify is.
Assemplify’s homepage.
Strategy and copywriting by Wolf Craft. UX design by McSwain. Development by K-Optional.
The Goal
Launch Assemplify MVP with best-in-industry content. Onboard target clients.
We set out to build a communication strategy based on in-depth industry research. Our goal was to create core copy that would support Assemplify’s launch and wouldn’t have to be reworked in the future. This included mission and vision statements, about copy, and service descriptions.
All of our work focused on sales. We developed messaging and sales materials that woudl resonate with Assemplify’s target client’s needs and pain points.
“Wolf Craft has been an incredible partner for the launch of Assemplify.
Our B2B client-base encompasses a wide range of industries, from commercial real estate professionals to furniture manufacturers to on-site facilities managers at large companies. Through incredibly thorough research, they were able to identify each client’s individual pain points and clearly articulate how we solve them.
In each meeting, I am wowed by how they are able to grasp our industry to create compelling marketing and sales content.”
— Vince Contreras, Co-Founder at Assemplify
Our Solution
Build a communication strategy for Assemplify’s website buildout and launch
Our approach included three key areas:
1. Define the structure and boundaries for Assemplify’s MVP launch
Start-up founders almost always have more ideas than what can fit into a MVP product launch. We worked with Assempify’s founders to define exactly what their MVP would and would not include.
As part of this foundational work, we created an essential central source of truth. This document ensured all stakeholders understood what Assemplify was, and was not, for its first year.
2. Understand how Assemplify fits into the B2B software and services landscape
Assemplify supports a range of business types. These include: real estate companies, furniture dealerships, design professionals, furniture manufacturers, and operations teams who manage commercial spaces.
We were tasked with creating an effective messaging and sales strategy that would resonate with this wide range of business types.
To guide this work, we completed an in-depth Industry Audit with two key components:
First, we did a deep dive into SaaS platforms and services with a similar client base. Here we established best practices and areas where Assemplify can stand out.
Second, we completed a detailed review of 50 individual target clients. Here, we identified specific pain points to develop clear sales messaging that would resonate with their ideal clients.
3. Position Assemplify speak to their target audiences effectively
Although Assemplify's client base is wide, the platform addresses a common need—reliable, same-day install services.
Drawing on the learnings from our Industry Audit, we developed a comprehensive roadmap for Assemplify’s core messaging, sales strategy, and website buildout.
4. Coordinate directly with Assemplify’s outside design team McSwain and software development team K-Optional
A successful launch relied on close coordination between the three teams Assemplify’s founders had contracted to to realize their idea—content/marketing, design, and software development. We worked directly with the design and software development teams to ensure communication ran smoothly and interdependent deliverables were completed on time.
“It often feels like you understand our business more than I do. Like, you’re really in the zone and can see messaging and sales channels I hadn’t even thought of.”
— Brian Buhl, Co-Founder at Assemplify
Results
1. In-depth B2B Industry Report
Our Industry Report included comprehensive survey of client communication, sales, and storytelling methods. It detailed how B2B companies talk about their services and niche. We utilized this report to identify concrete goals and strategies for Assemplifiy’s website buildout, messaging, assets, and content.
The report is also a shared living document an ongoing resource for Assemplify as they continue to grow.
2. Website launch with core pages that describe Assempilify’s platform, services, and value props
2. Industry-specific Sales Decks
To bring Assemplify to market, the founders identified five target client types:
Commercial Real Estate Groups & Property Managers
In-house operations teams who manage commercial spaces
Furniture Dealerships
Commercial Furniture Manufacturers
Furniture Liquidators
For each of Assempify’s five target client groups, we developed two industry-specific sales decks.
The first “get-your-foot-in-the-door” deck was created for C-suite leaders.
The second “get-buy-in-and-sign-ups” deck was created for the internal managers who would be working with Assemplify on an ongoing basis.
We built these decks based on extensive research into specific clients that Assemplify’s founders intended to target in their first round of sales outreach.
Sales deck strategy, wire-framing, and copy by Wolf Craft. Final designs by McSwain.
3. Style guide
We created style guide for Assemplify as a resource as they continue to grow and onboard new team members.
Unlike a static PDF guide, the style guide we built for Assemplify is web-based. This means, it can also be added to as needed. And the most up-to-date version will always be what’s available on line. It is password protected and can be easily accessed by any team member or partner.
The style guide is a “central source of truth”. It’s an essential tool to ensure consistency and that the brand is accurately represented as the team continues to grow.
Let’s work together
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