Pivotal in our approach is a market map. In this market map, we try to represent the market in actionable segments that are distinct and will help us understand the market dynamics and value drivers better. A market map consists defines customer segments on the vertical axis and market segments on the horizontal axis. For each block, we can determine market size, growth, value add and attractiveness. Once the market map has been established and all data has been filled, we then prioritize segments. For each segment we can then formulate an offering which brings value to the customer and will drive OUR value to the customer.
In order to get a good understanding of the market, a market assessment can be done. Market assessments can be multi-layered:
Using market indicators, we develop growth expectations per segment. Depending on the indicators, this can be a long term prognosis. Our dynamic model allows to combine near future forecasts with long term growth modeling to get a good understanding of market potential.
In several joint working sessions, we will develop a customer and application driven segmentation. Not all customers are the same, by asking the right questions, we craft a grouping that helps us determine which segments are favourable (and actionable) and which not.
Building the market maps, we understand which segments hold the largest volume, the best growth, the best profit and are hence most attractive to the business. In several joint sessions we carve out prioritized segments.
In multiple joint working sessions, we help in determinging the ideal customer offering for all prioritized segments. What is driving the customer value? What can we do to help the customer? We have developed a framework that guides the offering development and comes to a weighed, actionable (service) offering that helps you win with customers.
Following the customer offer development, we can help in writing the sales plan, determine what supportive materials are needed, develop sales and marketing strategies, roll out CMS supportive processes and more!
We can help in automating the sales funnel. Having minimal administrative overhead while maximizing conversion.
We support innovation processes with a stage-gate approach: depending on the maturity of the innovation certain questions should be answered. The goal of the process is to assess market demand, size and customer desires into the decision making as early as possible in the process.
We facilitate workshops or assessments that support your innovation workflow. What features is a customer realy looking for? What drives value and what not?
For each gate review (throughout the innovation traject), we will define/update the high impact choices. This way, we can kill a project if it has limited outcome, or steer the innovation development in the direction of the market requirements. The gatekeepers are actively involved in the decision making and can see the assessment of the high impact choices model.
We help in assessing these choices and facilitate the process to maximize success.
We help you identify the portion of the market that you could profitably serve.
We help you to identify customer needs that have significant impact and that you could potentially fulfill.
We help to identify and target the customers who are most likely to modify their behavior in response to our value proposition.
We help you define the decision makers in the value chain.
What is the behavior your customers should have?
How to bring the product to market?
How much value do you bring with the product? And what would be a correct price setting?
Do you possess the right technology and are there supporting application development required?
How can we activate the market? What are my alpha customers?
Are there additional investments needed in capabilities?
