Networking devices vendor
Project 1 - Smart Channel strategy
Background
The
company was an IT startup which developed and sold
devices for network security, connectivity and accessibility.
It had been trading for 2 years and had:
- >100
placements in small businesses and schools
- a
distributor and resellers who were small businesses
- highly
technical promotional material and website content
- limited
direct customer contact
- limited
knowledge of customer needs, drivers and feedback
- limited
internal resources,
and
was targeting enterprise scale prospects.
Challenge
To identify accessible local markets for rapid yet
sustainable growth, able to be leveraged for global
expansion.
Solution
We
interviewed existing resellers and customers to:
- define
the true unique selling proposition
- identify
opportunities and vulnerabilities.
We confirmed
that the key opportunity was in small businesses and:
- gained
case study and testimonial details, product and service feedback
- created
brochures, presentations and website content targeted
to small
business
- determined
the optimum route to market was via different resellers
- identified
ideal resellers as having internal sales and support, complementary products and traction in small business
- used
the new tools to qualify 49 such resellers.
Outcomes
In 5 weeks the company gained:
- 7
new resellers at negotiation stage
- 22
other new prospective resellers, qualified
- 14
detailed case studies with testimonials
- an
accurate market snapshot
- detailed
strategy to maximize Australian sales and to underpin global
expansion
- full
databases of customers, and of existing, new and other resellers
- a
new corporate image
- a
full suite of marketing collateral customized to the
small business market.
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