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 undertook research calls with a number of existing clients and prospects to understand the target market, their needs, buying behaviours and budgets. This was supplemented by detailed competitor research in a very disparate market, where we researched competitor companies, founders, package offerings and pricing points, client types, and market positioning.
This enabled us to create a ‘market map’ to help us accurately position our client’s services across pricing, positioning and services. From this we created service packages designed 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.
Sasha carried out market analysis for my business to review the competitive landscape. The outstanding work that she did gave me real insight into the market and enabled me to reposition the business to create a premium brand - I would recommend her to anyone who is looking for incisive analysis leading to practical solutions.
—Director, Presentation Coaching for Leaders
