Tortoise x The Pipal Collective
Tortoise x The Pipal Collective
How we turned real-world research into a pitch-ready GTM for an employee benefits platform
How we turned real-world research into a pitch-ready GTM for an employee benefits platform
Brand Strategy
Sales Strategy
The Brief
The Brief
Tortoise is a B2B fintech product that enables enterprises to launch and manage employee device benefit programs with zero running costs and minimal effort. The platform allows employees to lease and eventually own their preferred devices, without burdening HR teams with operational overhead.
The goal: enhance employee experience while reducing admin complexity.
The Tortoise team came to us with one clear ask — help them build a robust, insight-led launch and sales strategy to go to market with confidence.
Tortoise is a B2B fintech product that enables enterprises to launch and manage employee device benefit programs with zero running costs and minimal effort. The platform allows employees to lease and eventually own their preferred devices, without burdening HR teams with operational overhead.
The goal: enhance employee experience while reducing admin complexity.
The Tortoise team came to us with one clear ask — help them build a robust, insight-led launch and sales strategy to go to market with confidence.
The Challenge
The Challenge
This wasn’t a typical fintech sales motion. Tortoise sits at the intersection of HR tech, finance, and employee experience, and their audience is a combination of HR leaders, benefits managers, and large enterprise stakeholders.
What made this project interesting was the space itself, a very specific and nuanced category within enterprise fintech. Before building anything, we knew we had to talk to the audience directly and ground the strategy in real data.
This wasn’t a typical fintech sales motion. Tortoise sits at the intersection of HR tech, finance, and employee experience, and their audience is a combination of HR leaders, benefits managers, and large enterprise stakeholders.
What made this project interesting was the space itself, a very specific and nuanced category within enterprise fintech. Before building anything, we knew we had to talk to the audience directly and ground the strategy in real data.
The Approach
The Approach
We started with research — not assumptions.
Audience Research & Survey Design
We built custom questionnaires for two key groups:Employees across large Indian enterprises
HR professionals who manage or influence benefits programs
The surveys explored awareness of flexi-benefits, device usage, perceived pain points, and current benefit structures.
Survey Deployment & Data Synthesis
Once the responses were in, we consolidated findings and surfaced clear themes. This included gaps in communication, demand trends, and low awareness around device ownership options through benefits.
We started with research — not assumptions.
Audience Research & Survey Design
We built custom questionnaires for two key groups:Employees across large Indian enterprises
HR professionals who manage or influence benefits programs
The surveys explored awareness of flexi-benefits, device usage, perceived pain points, and current benefit structures.
Survey Deployment & Data Synthesis
Once the responses were in, we consolidated findings and surfaced clear themes. This included gaps in communication, demand trends, and low awareness around device ownership options through benefits.
GTM & Sales Strategy Deck
With the insights in hand, we built a foundational GTM strategy and sales pitch deck for the Tortoise team. This included:
Refined positioning
Persona-led messaging
Channel strategy
Narrative flow for sales conversations
Recommendations on content, outreach, and education initiatives
Every slide was backed by real data, making the final deck a strategic guide.
GTM & Sales Strategy Deck
With the insights in hand, we built a foundational GTM strategy and sales pitch deck for the Tortoise team. This included:
Refined positioning
Persona-led messaging
Channel strategy
Narrative flow for sales conversations
Recommendations on content, outreach, and education initiatives
Every slide was backed by real data, making the final deck a strategic guide.
The Outcome
The Outcome
By the end of the project, Tortoise had more than just a pitch deck, they had real audience insight, a well-structured messaging framework, and clarity on where to play and how to win.
From sales conversations to content planning, the strategy gave the team a clear path forward, grounded in the actual needs and gaps of their market.
By the end of the project, Tortoise had more than just a pitch deck, they had real audience insight, a well-structured messaging framework, and clarity on where to play and how to win.
From sales conversations to content planning, the strategy gave the team a clear path forward, grounded in the actual needs and gaps of their market.
What’s Next?
What’s Next?
The project has wrapped for now, but we’re excited to see how Tortoise grows, and we’d love to collaborate again as they expand into new geographies or product lines. This project showcases our deep expertise in the fintech sector, especially in niche plays like employee benefits where research, clarity, and strategy matter most.
The project has wrapped for now, but we’re excited to see how Tortoise grows, and we’d love to collaborate again as they expand into new geographies or product lines. This project showcases our deep expertise in the fintech sector, especially in niche plays like employee benefits where research, clarity, and strategy matter most.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024