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Marketing Due Diligence
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| Help
capital management group decide whether to
fund software firm's development of a new
clinical payment system. |
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| Devised
work plan for evaluating investment decision.
Identified sources that could provide information
on others' successes and failures in launching
similar products and trends that might influence
demand. Researched, analyzed and summarized
information. Met with developer to identify
potential business models. |
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| Determined
that market was not ready to buy product as
defined. |
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| Client
opted not to fund development. |
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| Marketing Management
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| Improve
profitability of financial consulting firm
as it grows to next level. |
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| Met
with company principals monthly for a year
to develop and execute marketing plan.
Segmented market and analyzed client data
to identify most profitable accounts and
services. Identified need for freelance
writers and PR personnel to support promotion
efforts and recruited flexible staff. Restructured
administrative responsibilities to include
execution, monitoring and measurement of
marketing programs. |
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| Targeted
more profitable market segment and repriced
services provided by consultants. Added
entry-level services that associates could
deliver to capture additional share. Raised
awareness among prospective clients by
launching newsletter and seminar series.
Used direct marketing campaign followed
by telemarketing to generate qualified
leads. Began developing third-party partnerships
to distribute software that firm used to
formulate its recommendations. |
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| Firm
experienced significant growth, increased
its profitability, moved to new office
space, and hired a part-time marketing
director. |
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| Value Proposition Validation
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Help
financial software firm identify new revenue
opportunities by answering two questions:
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Is
there was sufficient demand to justify
migrating the current product line to
a new technology? |
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What
new products and services does the target
market require? |
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| Identified
and sized current and potential market segments.
Developed iterative research methodology that
maximized the value of individual interviews
and minimized overall research costs. Contacted,
recruited, and interviewed industry experts,
officers at financial institutions, and prospective
users to understand market requirements and
relative value of potential capabilities.
Identified and ranked opportunities based
on anticipated demand, time-to-market, and
fit with client's mission. Summarized results
and presented findings to management team. |
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| Uncovered
untapped potential for current product but
not enough to justify the investment required
to re-platform the product. Also, identified
demand for a new web-based solution that client
could develop quickly by leveraging existing
technology and capabilities. |
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| Within
six months, the client launched the new product
and signed up four accounts. The firm projects
6-10 unit sales over the next 12 months driving
the new product line into the multi-million
dollar top line contribution. |
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| Sign
up now to receive
free articles on ways you can
accelerate revenues. Or, schedule a free
consultation to determine the
single most effective action that you can take now
and accelerate revenue right away. |
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| Barbara
Bix did an outstanding job of getting us
and keeping us focused. Maintaining absolute
focus on the rollout of The Choice Care
Card was critical to our early success
because we were first to market with a
revolutionary product." |
Jay
Hunter
President and CEO
The Choice Care Card |
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