Case studies
Start-up tech company pivot to specific market
Sector: B2B New optical technology
Stage: Startup with seed funding
Challenge:
A start-up B2B company with around 50 people had created a new holographic technology. Initially they were reaching out generally, as the technology could be applied to a number of different sectors.
They decided to focus on one specific sector as their 'beachhead' market. They were shortly taking a demo to key potential customers in APAC and needed the brand to pivot to appeal to the chosen market, plus new messaging and sales deck in 5 weeks time (no pressure!)
Action:
I worked closely with the leadership team and created a brand strategy to pivot the company into the new chosen market of AR gaming.
I created a brand briefing for a design agency to use to reboot the visual identity and website
- Investigated audience personas and, working with the sales team, created a full list of audience personas
- We created key messages to appeal to these personas
- These were included in a sales presentation created for the team
Result:
The messaging was well received and the company had 90% success rate with the prospects they met.
Small company transitioning from software consulting to software product for global ink jet market
Sector: Inkjet
Stage: Self funded micro business
Challenge: A software consulting business aimed to transition to a software product company selling globally. They had invented a universal software product that could help companies control inkjet printing.
Action:
I worked with the leadership team, using the new business strategy to create a marketing strategy.
- Researched the inkjet market thoroughly
- Branding of the new Venture and Product Range with a naming strategy to take them into the future and encompass new products
- Briefed designer to create the visual identity and logos for the new venture and products
- Go to market plan
- Creation of new sales collateral, including a website to showcase the products, technical product brochures etc
- Launch plan - launching the venture and products at a key industry event including stand, demos with partner companies and PR campaign
- Successfully executed the above plans
Result:
A successful launch at a key inkjet event, with resulting new business generated including inbound leads. The company sold the new products globally.
After a few years in the market the company owners exited in a successful acquisition.
Product Naming Planning for Early Stage B2B Business
Sector: Gaming
Stage: Startup
Project: Product range naming and mapping
Challenge: An early stage technology business had a variety of product innovation projects with internal project names.
They needed a strategy for naming the products so they could launch the products publicly and that would allow for future iterations.
Action:
- I worked with the CTO and product leader to define all the products and their purpose.
- Workshopped with the wider team and created a brand hierarchy, and two brand names - one for the 'software technology stack' that underlies the products, and one for the product range itself.
- While there were multiple projects and project names, I organised them into one clear product range with a roadmap for one current and two future versions.
- This gave a clear way to talk about the new products - "PRODUCT A" using the "Technology Stack" developed by the business while allowing for using the product stack in future products for different industries.
- We also created ways to talk about all the 'sub-products' under the main name
- And a strategy for naming any future products both within and outside the existing range
Result: The company made their launch announcement successfully and have found their first partner to develop the products together