Strategy 

We helped an organization re-segment their market based on the competition or the client’s competitive position (competitive segmentation) using the 80/20 Principle rather than the typical segmentation by client, product and market. 

The client’s profitability depends on the interaction of their product or service against their competitors.  Profitability is as much determined by competitors as anything else.  Now the client has a simpler strategy:  focus on how to beat a specific competitor in a specific competitive segment. 

Business Development

We worked with a client to reduce labor intensity and increase consistency in their business development efforts by helping them: 

·        Improve their value proposition by using action words and focusing on outputs.

·        Build a prospect and client filter to enable the client to more accurately allocate their time, talent and resources.

·        Design an integrated marketing communications plan to choreograph individual business development efforts (internal and external) and increase the effectiveness of the organization-wide effort.