Identify, prioritize and focus on the most attractive markets
THE CHALLENGE
An innovative start-up wanted to expand from its home country to break into new municipal and industrial markets and drive sales, while mitigating the associated costs and risks, and needed to:
Demonstrate the technology and quantify its value proposition in new countries, each with differing regulatory demands, market dynamics, and customer needs
Access the customer and decision makers that have the largest needs and become the early adopters and first prescriptors
Generate the the first sales and increase revenues
OUR APPROACH
DELIVER SALES ROAD MAP
Understand Market and select the priority segments where the value proposition and ease of access are the highest : Municipal in the US, regulated utilities in the UK, Pulp & Paper in Germany,
Define the Positioning and Generate Marketing Materials
Map Preliminary Alignment (demonstration strategy, prioritize applications, commercial and technical conditions)
Target the fastest sales channels, engage key influences and approach Early Adopters
ORIGINATE SALES
Identify Opportunities for Demonstration or Pilot Programs
Evangelize engineering community and prescriptors
Initiate meetings with targeted clients
Assess Feasibility and fit to maximize chances of success
Provide Negotiation and contractual support
DEPLOY SALES
Adapt design to local standards
Setting the pricing against customer benefit (Value pricing)
Identify and select local fabricator
Hire first three employees
Identify and select local suppliers and engineers
Approach and meet the next 10 clients
Hand over to the client and start again in next market
OUR ADDED VALUE
Unrivalled Network of Industry Experts – 6 experts with profound local knowledge dedicated to this client across geographies
Privileged access, introduction to and meetings/negotiations with Key Early Adopters
Symbiotic Relationships: collaborating closely and proactively with our client since 2012
IMPACT
More than 50 key meetings arranged and conducted with Early Adopters
Expansion from single home market with 7 Pilot Demos across 6 Markets proving the technology in both Municipal and Industrial applications
A different marketing, positioning, pricing, and delivery mode in each market
Demonstration of the technology with Anglian Water
First sale in pulp & paper industry and in Germany
In record time (less than 12 months) : demonstration plants in Ontario, Pennsylvania, California and first sales to CH2MHill operations s in the US
Adapted technology to US standards, selected fabricator through beauty contest, and hired the first four employees