Abhishek Shah founded Testlify after hearing the same complaints from over fifty hiring managers: too many perfect resumes, not enough clear evidence of real-world skills. Traditional methods like resume screenings and manual assignments left HR teams drowning in guesswork.
Convinced there had to be a better way, he focused on building an AI-powered talent assessment platform to tackle the root issue—inefficient hiring at companies of all sizes.
Turns out he was on to something: He was able to scale Testlify to $1M ARR in just 28 months.
Most interesting to me, though, is how much thoughtful positioning played a role in Testlify's success. Let's dive in.
Finding the right position
From the start, Shah wanted to help hiring managers who struggled most with scaling. After all, the greatest opportunities are usually found alongside the greatest challenges.
By comparing existing tools and collecting customer feedback, he noticed two camps: platforms that were too generic or painfully complex.
Testlify’s goal became obvious—be “easy-to-use, yet deeply insightful.” It wasn’t just a tagline; it emerged from real customer feedback highlighting their AI-driven insights and flexible assessments.
Refining the messaging
Refining that message required trial and error. Early on, Testlify considered pitching itself as the “fastest,” “most accurate,” or even “most affordable.” But none of those angles resonated like simplicity backed by depth.
They used the “Positioning Canvas” to stay focused on the unique value they brought to the market, then tested that messaging through a landing page before going all in. Once they aligned every department—marketing, sales, product—around the new positioning, they revamped the homepage to spotlight “Hire smarter, not harder.”
Reaping the reward
Users immediately took notice. Conversion rates jumped by 30%, and customer acquisition costs sank by 20%. Testlify also discovered unexpected benefits, like attracting partnerships from other HR tech providers. Skeptics worried about trusting a newer platform, but solid customer success stories helped dispel any doubts.
As the market shifts and AI becomes more common, Shah and his team regularly revisit Testlify’s positioning to stay ahead. They host quarterly reviews to align product roadmaps with their core promise—intuitive, powerful skill assessments.
Today, Testlify operates in more than fifty countries, has surpassed $1M ARR in just 28 months, and continues to refine its mission: help companies hire the right talent faster, without any guesswork.
Shah’s advice for other founders
Shah’s advises founders to start by listening closely to customers. Identify their biggest pain points and shape positioning around solving those specific problems.
He’s also an advocate for keeping the message simple yet credible. He recommends testing your messaging early—through landing pages, surveys, or small-scale pilots—to confirm it resonates.
Once you’ve validated it, align every team around that core promise and be prepared to revisit it as your product evolves or market conditions change. Above all, keep iterating until you find the sweet spot between what your customers truly need and what your product does best.
Subscribe to receive the latest blog posts to your inbox every week.
.jpg)