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South West Software Company -
Requirement
To identify the overall market attractiveness for a range of technology products designed to overcome the problems experienced by systems integrators while delivering complex and challenging IT projects. To assess and model each market entry point for the most valuable return and determine an appropriate marketing strategy to support the sales process.
Approach
The client engaged an Optimise4 associate to provide 3 months strategic management consultancy working closely with the owner and management team. Optimise4 conducted market research and an assessment of product demand based on numbers of similar products and presentations to key decision makers in a number of target user systems engineering communities. Appointments were arranged with high profile blue chip systems integrators from the Defence industry and product demonstrations were undertaken to highlight the benefits of the system and the common problems addressed and how these could be resolved using the clients solutions. An estimate of financial saving were made and potential upside business was also highlighted.
Outcomes
Optimise4 identified potential customers who had an immediate need to effectively manage projects in terms of time, cost and specification. Routes to the target customers were identified including using the Optimise4 network, appropriate exhibitions and conferences, relevant trade associations and technologies working groups. An implementation plan was produced to access the identified routes with supporting literature and marketing material.
Value
Optimise4 provided expertise in defining potential markets, size and levels of investments required and an objective and challenging focus particularly in respect of to the product positioning and value generation. In addition Optimise4 introduced and coached the client, focussing on useful models and approaches for identifying customer value and for delivering effective customer presentations.
Comments: A comprehensive market assessment was undertaken with direct feedback received from potential customers highlighting the value and future development opportunities. Managing Director Hawkgrove Ltd