Journalistic lead in 2-3 sentences: the "before and after" in a single idea. Include the [KEYWORD].
Brief company history in 1 paragraph (founded when, what they do, market). Then describe the tension that drove the search for a solution. Don't start with the tool — start with the business problem.
In 2-3 paragraphs, describe the specific moment when the operation hit a ceiling. Concrete: "in June, we lost a $X deal because the quote arrived 4 days late."
"We had a beautiful inventory spreadsheet. The problem was no one could keep it current. That's when I noticed I was selling slabs that weren't there anymore." — [Name], [Role] at [COMPANY]
What was considered, what was rejected, and why. Honesty here is gold — builds trust with the reader.
Who did it, what was involved, what went wrong and how they worked around it. Detail builds credibility.
How many hours, format, week-1 adoption rate.
How they expanded to the rest of the operation.
This is where the reader decides whether to take you seriously. Hard metrics with baseline + delta.
| Metric | Before | After (90 days) | Change |
|---|---|---|---|
| Avg. quote turnaround | 3 days | 4 hours | −92% |
| Close rate | 22% | 34% | +12 pp |
| Double-sold slabs / month | ~8 | 0 | −100% |
| Hours/week on manual inventory | 14 | 2 | −85% |
| Sales team NPS | +12 | +71 | +59 pts |
"Today [COMPANY] runs with the same team — except each person outputs [N]× more. There's no going back." — [Name], [Role]
A section that separates an honest case study from an ad: talk about what isn't perfect. Which part of the flow still needs work? What feature is the customer hoping for?
Future plans. Expanding to another location? Integration with [accounting X]? Adopting SlabWare Exporter to start selling internationally? Shows the relationship doesn't stop at "sold".