```html Frogslayer Case Study – Company Strategy & Eatertainment Pivot
Frogslayer · Company Strategy Principal Strategy Consultant Prospective Clients & Employees

Leaping Towards New Horizons

Two high-leverage engagements transforming Frogslayer from a successful custom software shop into a strategically aligned, eatertainment-focused technology execution partner—linking vision, narrative, and delivery across 2021 and 2025.

Client Quote

I find it very easy to recommend Ross A. McIntyre to anyone who needs an insightful, analytical strategist and a very broad generalist…Ross is an incredible out-of-the-box thinker, having a true passion for his work, and maintaining a unique perspective on the world/business/tech…Ross also has a real talent for copy and messaging as well as writing video scripts and handling all aspects of the production…I knew we could always rely on Ross in any client-facing situation, especially when the stakes were high. I truly believe that you can't go wrong hiring McIntyre - you will find him aggressively pragmatic, obsessively focused, ruthlessly efficient, and boundlessly creative.

Ross Morel, Chief Executive Officer Frogslayer

Company Metamorphosis (2021)

Over the course of 2021, Frogslayer engaged Ross to translate an ambitious leadership vision into an executable growth strategy, modernize its market story, and build programs that showcased the firm’s approach to software and talent.

Mandate

  • Enact strategic planning and execution, refining the CEO's strategic vision and plan, managing the strategic planning process across the firm, and ensuring all strategic initiatives had a well-defined implementation plan aligned to the vision.
  • Ensure that strategic initiatives aligned with the vision by leading and mobilizing firm leadership, special committees, program leads, and outside consultants to support initiatives.
  • Act as a resource across the firm to increase broad cohesion of strategic plans.
  • Direct business development efforts including ideation, pitch, video production, scope definition, and management of key production clients.
  • Diversify the company portfolio with greater attention to a broader array of supported industries after years of indexing heavily on legal tech; expand services across new verticals, develop new offerings and capabilities, and update brand identity and focus.
  • Revitalize and redesign the thought leadership initiative, creating 20+ industry perspective/education pieces and 8 guest-contributed articles; collaborate with internal teams to establish an editorial calendar, strategic pillars, metrics of success, and themes driven by each stage of the Buyer’s Journey.
  • Write all copy and define brand messaging for the relaunched website.
  • Create and run a successful 10-week software development lifecycle internship program [IN(TER)NOVAT10N].

The Pivot Towards Eatertainment (2025)

Ross was invited back in 2025 to lead the creation of Frogslayer’s new brand narrative—sharpening its focus around eatertainment and experience-led hospitality, and aligning story, offerings, and digital presence to a clear, defensible niche.

  • Led a strategic brand pivot positioning Frogslayer as a specialist in eatertainment and experience-led hospitality, grounded in deep industry and stakeholder research.
  • Conducted and synthesized stakeholder and client interviews (including Dave & Buster’s/Main Event leadership) to define Frogslayer’s narrative as a trusted advisor and project rescue partner with 20 years of delivery credibility.
  • Recrafted the core brand story (Head, Heart, Hop), headlines, and key messages to emphasize pragmatic AI, reliability at scale, and outcome-focused delivery for entertainment-driven brands.
  • Led information architecture and content strategy for a website redesign, shaping buyer journeys for CTO/CIO/CEO/CMO stakeholders and defining the top objectives and metrics for the new site.
  • Wrote and refined major website sections and pages (home, services, values, “No Excuses” guarantee, leadership, past work) in a unified Frogslayer voice, including SEO-informed copy and keyword mapping.
  • Defined and packaged a services/offering portfolio aligned to eatertainment and digital hospitality (guest experience, unified operations, data intelligence, modernization, AI enablement, project rescue).
  • Created positioning and narrative frameworks, pithy headers/subheaders, and presentation content for sales/BD use, including decks focused on priority eatertainment accounts.
  • Supported enterprise account strategy with Dave & Buster’s/Main Event, shaping how Frogslayer and Ross show up as AI and transformation partners while exploring multi-brand and revenue-share opportunities.
  • Developed thought-leadership and messaging guidance on topics like pragmatic AI, free IT/AI audits, and the role of narrative and brand voice in complex B2B technology decisions.