Description

The Market Definition Service opens up opportunity and minimises risk for technology providers by qualifying new market opportunities.

It does this by analysis and interview with key players. This analysis is then validated by meetings with selected key potential clients. This process clarifies understanding of the market needs and how these might shape a potential offer and affect its viability. It also leads to the identification of  potential “champions” who can help move forwards to trials and pilot projects.

Features

• Opens up a profitable path to new markets.
• Minimises risk by identifying and qualifying needs and barriers.
• Builds mutual understanding in both vendor and prospective client.
• Builds relationships with key individuals in the target market.
• Identifies potential “champions”.
• Identifies potential pilot projects or trials.

Specification:

Our Opportunity Development Framework has four stages:

1. Understand

Develop mutual understanding between the players of both the real issues in the “problem” and the real attributes of the potential solution(s). In the event of the analysis being positive, this produces a “Development Proposal”.

2. Develop concepts

Based on the understanding, develop realistic key benefit targets and the necessary related key product features. This produces a “Target Specification” for the potential product or service.

3. Pilot & trial

Try out the core elements of the proposed solution in a controlled trial. This may take several steps and iterations.

4. Implement & roll-out

Fully develop the solution using the lessons from the pilot trial, scale up and roll-out

Market Definition Service

The Market Definition Service addresses the first stage: “Understand”. It does this by:-

Initial analysis and interviews to build understanding:

• Between individuals (who may be using language in very different ways in their activity).
• Of the problem area, taking in the views of all the stakeholders by them “telling their stories”.
• Of the potential solution, often separating the hype about a new technology from what is realistic.
• Of the potential benefits in terms of cost, time, risk....
• Of the barriers to progress, in terms of acceptability, access to market, development costs, price...

For more information

Contact: John W Beeston Tel: 01788 822713 john@johnwbeeston.co.uk