Payment gateway vendor
Project 1 - Website optimisation
Background
The company provided web-based payment bureau services backed by clever software that enabled small business to enjoy the payment functionality normally reserved for large corporates. It had been trading for 7 years and had:
- 2 major customers whose use of the service had expanded dramatically over the years
- Testimonials that proved the measurable impact of their service for these customers
- Multiple competitors from local to global players
- A website that was informative yet lacked differentiation from competitors
- Limited sales and marketing resources.
Challenge
To define the unique selling proposition and ideal target markets, and position the offering these markets compellingly, quickly and cost-effectively.
Solution
We:
- Interviewed end users at different levels in customer organisations to understand the full benefits
- Extracted all benefits from all features for all markets using our FabMax™ process
- Positioned the company compellingly using our PosMax™ process
- Created a new identity, tag line and visual image
- Rewrote all promotional tools to reflect the new position and market focus.
Results
In 2 weeks the client had gained:
- A new identity, tagline and market position
- A list of market segment targets with high potential based on their profile
- Material to create a new website with competitive positioning
- A full suite of selling tools including scripts, brochures, emails and case studies
- A service offering ready to be test marketed to identified segments.
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