A confidential feasibility project for a client in the executive training space. The Business Narrative's task was to understand and map the competitive marketplace, research market needs, clearly establish the target market and how to reach them, make suggestions on appropriate brand and tone, and recommendations on a new range of services.
We researched the competitive space, both in terms of price and positioning, creating a ‘market map’ to help us accurately position our client’s services. We undertook research calls with a number of existing clients and prospects to understand the target market, their needs, buying behaviours and budgets. From this we created service packages positioned to meet the market need, and established five clear differentiating factors from other significant market players.
We then analysed the B2B marketplace, established target job titles, sectors, company size and geographic reach, following which we created a first stage ‘Routes to Market’ sample plan to demonstrate that focussed marketing, combined with the right offer, was very likely to succeed.