How vaylens used AI to redefine its market focus
vaylens is an EV charging management platform empowering organizations to automate operations, payments, and compliance across fleets and charging networks.
As vaylens prepared to scale its commercial motion, the team needed sharper go-to-market clarity — specifically:
Who to prioritize (Ideal Customer Profiles)
How to differentiate from a crowded competitive landscape
And how to craft a messaging framework that spoke directly to each audience.
The goal: move from broad positioning to a focused and differentiated narrative powered by clear ICPs and AI-driven competitive insights.
The challenge
Operating in a fast-moving market with players like Monta, Driivz, Virta, and Greenflux, Vaylens faced three core challenges:
Unclear segmentation: The market had multiple potential ICPs — from municipalities to fleets and workplace operators — but limited data on which to prioritize.
Fragmented messaging: Communications were too feature-driven and lacked emotional or value-based resonance with buyers.
Rapidly evolving competition: Competitors’ positioning was shifting quickly, making it hard to benchmark and define unique ground to own.
The company needed a methodical yet fast way to refine its ICP, benchmark its positioning, and build a crisp, differentiated story.
The how
Step 1: AI-Driven ICP Discovery
Using proprietary AI workflows, Ritmoo analyzed vaylens’ NPS data, growth metrics, and market signals to identify the highest-value segments. The analysis pointed to two priority ICPs:
Public Operators (CPOs & municipalities) — focused on monetizing public charging and ensuring regulatory compliance.
Fleet Operators — seeking operational reliability, reimbursement automation, and total cost control.
Step 2: Qualitative Validation
Ritmoo conducted in-depth interviews with internal stakeholders, customers, and prospects to understand their pain points, decision drivers, and expectations.
This helped bridge the gap between what vaylens was saying and what the market was hearing.
Step 3: AI-Enabled Competitive Benchmarking
AI was used to scrape and summarize competitor websites, marketing assets, and analyst reports. This revealed recurring themes — such as “platform scalability,” “energy management,” and “integration flexibility” — and allowed Ritmoo to position vaylens around its unique differentiator: automating the business layer of charging, not just the technical layer.
Step 4: Turn it into 4 value/differentiation pillars
Using AI to extract recurring themes from competitor content, we contrasted them with what customers actually praised Vaylens for. That’s how we got the 4-pillar value story:
Charging Workflow Automation — “We turn charging operations into streamlined, revenue-ready workflows.”
Modular Use Case Fit — “One platform that adapts to your setup, not the other way around.”
Operational Reliability — “Built to run 24/7 — because charging that fails isn’t an option.”
Responsive Support & Service — “Support that shows up when it matters, not just when it’s easy.”
Step 5: Package it as messaging for each ICP
From there we created ICP-facing copy (like the ones in your PDF):
Fleet operators: “Optimize fleet charging and reduce costs without adding complexity.”
CPOs / public sector: “A smarter way to operate, monetize, and scale your charging network.”
Global: “Build, scale, and monetize your EV charging business with ease.”
So “the how” becomes a clear, sequential story: narrow → map competitors → name the core problem → express 4 differentiators → tailor messaging.
The outcome
The collaboration resulted in a clear, evidence-based go-to-market strategy and a sharpened market position:
Defined ICPs (Fleet Operators & Public CPOs) prioritized for sales and marketing focus.
AI-validated differentiators around workflow automation, modular flexibility, reliability, and responsive service.
A new messaging framework that turned technical features into business outcomes — directly used for website, sales decks, and campaigns.
Faster decision-making: leadership gained clarity on where to focus GTM investments and what not to pursue.
In short, Ritmoo helped Vaylens move from broad ambition to laser-focused positioning — with AI as a core enabler of speed, clarity, and confidence.