Value Proposition Validation

Challenge


Is there was sufficient demand to justify migrating the current product line to a new technology?
What new products and services does the target market require?

Process

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.

Results

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.

Outcome

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.

Target Market Identification

Challenge

Identify target market and determine requirements for management server that would provide data security for wireless LANS.

Process

Sourced, reviewed, and analyzed secondary research to size overall market and identify major market segments. Created questionnaire to validate target market and rank product requirements. Recruited and interviewed industry experts, early adopters, and prospective customers. Analyzed shipments of compatible products. Reported results.

Results

Determined that the more desirable enterprise market was not ready to buy and recommended targeting colleges and hospitals first. Recommended focusing first on developing data security and the capability to allocate shared bandwidth to high-priority users. Recruited beta customers who would be willing to testify to product's usefulness. Launched publicity early to encourage prospects to self-identify since early adopters were hard to find.

Outcome

Succeeded in recruiting Microsoft and Lasell College as beta customer. By proving its ability to generate early revenue, company succeeded in raising a second round of funding in late 2001.

Evaluation of Joint Venture Opportunity


Challenge
Evaluate joint venture opportunity.

Process

Developed methodology for validating third party administrator's claim that it could deliver significant market share to health care software firm based on its own growth forecasts. Interviewed human resource executives, insurers, and consultants to segment market and ascertain buying criteria and buying behavior by segment, including demand for proposed reporting package.

Results

Determined that potential partner would not dominate the market in the near term and could only deliver its existing customer base. Concluded that client would derive greater benefit from alternative investments unless prospective partner paid full freight.

Outcome

Client declined offer to enter into joint venture relationship with payer freeing development funds for more promising opportunities.
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"
BB Marketing Plus stepped us through a process that helped us identify our target market and a winning selling proposition. This led to our signing on Microsoft as a reference account— which won us instant credibility."
David Crosbie
Founder

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