Tunzaa: Category grounded positioning and messaging system for growth

Context

Tunzaa is building a save-to-buy model that helps customers plan purchases without debt and improves conversion rates and customer value for merchants. Ahead of a website refresh, new product launches, and product communications, the priority was to strengthen clarity, trust, and the path from interest to purchase.

My role

Volunteer advisor. I supported Tunzaa with category and competitor reviews, customer-insight synthesis, a merchant segmentation framework to align messaging with priority merchant types and decision journeys, positioning and messaging structure, and a website copy rewrite designed to reduce friction and improve conversion clarity. I did not lead product build, engineering delivery, operations, or commercial decision-making.

Approach

• Category and competitor review to identify effective patterns in onboarding clarity and trust building

• Synthesis of user and merchant feedback to pinpoint where the journey can be simplified and confidence increased

• Merchant segmentation framework to align messaging to priority merchant types and decision journeys

• Positioning and messaging hierarchy to clarify who Tunzaa serves, what it enables, and why it is credible

• Conversion-oriented website copy rewrite for key pages, including clearer how it works explanations and improved policy clarity

Outputs

Positioning and messaging hierarchy, merchant segmentation framework, journey friction summary, and updated website copy for key pages and conversion pathways.

Measurement

Post-launch measurement approach proposed, using directional indicators such as traffic quality, engagement, and enquiry actions, to guide iteration.

Confidentiality note

This caselet intentionally avoids sensitive commercial details, partner specifics, and internal metrics.