Experience by Industry
Biotech Contract Research Organization (CRO) Corporate Strategy Analysis – A young biotech contract research organization was facing stiff competition from its competitors and was looking for a competitive edge. Surveys of the marketplace and the company identified a discrepancy on several of the key buying metrics providing insight to use in the marketplace.
Biotech Contract Manufacturing Operation (CMO) Corporate Strategy Analysis - An established biotech CMO was finding it increasingly difficult to sell work at profitable margins. They wanted to understand how they were positioned in the market relative to their competitors and whether there was an opportunity for them to raise prices. The project ranked the key biotech decision drivers when contracting a CMO, and then perception maps showed relative performance in many of these areas. The client learned that in the minds of its customers the most important decision driver, which formerly had been their key differentiator, was no longer being perceived as such. The opportunity to raise prices did not exist and would not likely appear until the Client could fix the perception of value it was delivering.
Computer Hardware Manufacturer New Service Introduction – The number two computer hardware manufacturer for a specific computer segment wanted to understand how a new service model for their hardware would be received by the market. The data showed that there was sufficient interest to launch this service but more importantly provided specifics on how the service model should be designed, the most effective advertising messages, and price levels for optimum sales.
Web Security Vendor New Product Introduction – A leading web security vendor was looking to roll out a new product to compete in the low end market. They wanted to avoid cannibalizing sales and renewals of their high end product as much as possible. Through conjoint analysis we were able to simulate various market scenarios and recommend a few price points depending on how aggressive they wanted to be with some of the smaller competitors and how much cannibalization they were willing to accept. The project also provided direct feedback on the optimal product characteristics and key marketing messages.
Training Software New Product Introduction – A corporate training company was producing a new product which monitors computer activity to provide data on how efficient processes, groups, and individuals are at executing work. They wanted to know who they should target with their sales effort, what the key messages should be to close the sale, and how to price the product for maximum profitability. The research showed that distinctly different groups placed a different value on the product and that the product could be sold to those groups at different prices. Recommendations included identifying seven different product SKUs that could be sold to customers depending on their needs and willingness to pay.
Software Market Sizing – A software vendor wanted a quick market sizing to determine if a market was sufficiently profitable to justify investment in product development and launch.
Durable Consumer Product Financing Due Diligence – A private equity investor was evaluating the purchase of a Durable Consumer Product company. They wanted an independent assessment of the acquisition target's business, particularly its sustainability. Surveys of the customer, and the two active channels supported the company's claims and provided a solid business case for the company's future.
Marketing Plan Development – A startup software company needed a solid marketing plan to court investors. In creation of this plan new target markets and the opportunity to raise prices were identified. These two changes were responsible for a significant revenue increase.
Online Discount Ticket Vendor, Corporate Strategy Analysis- This discount ticket vendor annually surveyed its customers. When they decided they wanted more from their analysis than they could do themselves, they came to inStratex. We were able to identify the naturally occurring customer segments to aid in future decision making and to deliver reports individualized by geography.