Think in terms of the “Engagement Value” that answers the question of why people would care to spend time with your brand experience or share it with a peer. All “Creative Briefs” should have an Engagement Value section in them. In short, “engagement” is the new criteria for “creative.”
Conduct the usability testing on the beta site? This is something we could help with and may provide unique value to your proposition. Also, you could consider adding a research component as a part of the program. Since this is a new service launch via the web site we could do some micro targeting research to profile and map potential consumers of the service - both individuals and corporations (HR/training managers). This research could help determine the best propects for this kind of service as well as core messaging that could influence service interest and use.