Taking Down Endpoint (Almac Group + 4G Clinical)

A 37-page competitive strategy deck built in MKTG 476 at SDSU. The frame: how could Almac Group and 4G Clinical, two of Endpoint Clinical's real competitors in the RTSM and IRT space, combine into a single strategic alliance to take Endpoint's market position? Led by Group Tekier, a name I made as an anagram of all six members' names.

Strategic frame

The core move was not a slide trick. It was the alliance logic: Almac plus 4G as a more unified alternative to Endpoint.

What I owned

I led the social and display section, helped shape the overall strategy, and created the Tekier team identity used across the deck.

Why it matters

The page works best when the reader can see the context, the strategic move, and the evidence structure separately instead of all at once.

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What I Did

This was the same group, the same class, the same professor as the LinkedIn Campaign and L'Oréal decks. But this project had a detail that made it personal.

I came up with the team name Tekier as an anagram of all six members' first names: Tess, Estivan, Kailey, Isabelle, Evan, and Rachel. I also designed the Tekier logo for the deck.

Led the Social and Display section of the deck.
Helped shape the overall strategy alongside the group's designated strategist.
Created the team name Tekier: an anagram of Tess, Estivan, Kailey, Isabelle, Evan, and Rachel.
Designed the Tekier logo used throughout the deck.

Overview

This deck starts with Endpoint's real weaknesses: no integrated supply chain, slow workflows, and what the deck calls 'untested AI processes.' Then it builds a counter-position for a combined Almac + 4G front. The idea is that two competitors forming an alliance would hit Endpoint harder than either could alone.

The deck covers strategy, social and display, SEO and SEM, analytics, creative and brand, and marketing automation. I led the social and display section and helped shape the strategy alongside the group's strategist.

Competitive Landscape

Endpoint's two core weaknesses defined the deck's angle. First: no integrated supply chain, so sponsors juggle multiple vendors. Second: slow, complex workflows and what the deck calls 'untested AI processes' that stretch timelines and add cost. The wedge for Almac and 4G is one-vendor simplicity from Almac and NLP-driven speed from 4G.

The counter-message the deck builds has four parts: faster execution through preventative NLP, simpler operations from unified supply and RTSM, fewer failures from fewer handoffs, and clearer communication from a single platform.

Playbook Pillars

01 · One-Vendor Advantage (Almac + 4G)

Sponsors who use Endpoint manage multiple vendors because Endpoint has no integrated supply chain. That friction is the opening. Almac closes it with a single-vendor, end-to-end model.

02 · 4G ‘Agility Offensive’ (Competitive Positioning)

The deck names Endpoint's dual-platform setup and its AI-heavy process directly and compares it against 4G's approach: fewer steps, fewer points of failure, faster results.

03 · Funnel Assets + Measurement

The deck maps assets to three funnel stages: awareness, consideration, and loyalty. KPIs include CTOR (click-to-open rate), MQL to SQL conversion, and ROAS (return on ad spend).

Key Insights

Lead with the vendor problem: sponsors managing multiple vendors is the pain that opens the conversation.
Every claim is tied to a number: CTOR, MQL to SQL, ROI, ROAS. The deck does not make arguments without defining how to measure them.
The creative section goes to detail: it reaches landing page copy and alt text direction. That is further than most strategy decks go.

Why It Worked

The deck's strongest idea was the alliance frame. Instead of pitching Almac and 4G as separate competitors, the deck proposed that they combine. One vendor for supply, one for RTSM, marketed together as a unified alternative. That was the move that made the deck different from a standard competitive analysis.

Project Info

Type: Marketing strategy deck (PDF)
Group: Tekier: Tess Amel, Estivan Ayramia, Kailey Fusca, Isabelle Vanderby, Evan O'Donnell, Rachel Son
Focus: Almac Group + 4G Clinical positioning against Endpoint Clinical (RTSM and IRT)
Course (context): MKTG 476 · Marketing Strategy
Format: 37-page PDF deck