Opportunity evaluation

Why is it that in the fast-moving hi-technology marketplace, the latest and greatest product to hit the streets doesn’t always meet business expectations, or fails to achieve anything like the revenue/volumes the industry guru’s projected and the financial controller expected?

It is highly likely that the passion and enthusiasm generated within the organisation towards the “next wave” proposition, had not been subjected to adequate reality checks. And despite the fact that we all know that the customer is always right, in these cases the conclusion so often rached is: "the customer must have it all wrong”!

Don't leave it to chance...
Testing the proposition, or market, provides invaluable customer and partner feedback which in turn enables organisations to fine-tune plans, apply adequate resources and set achievable goals at an early stage in the business management process.

An opportunity evaluation involving industry analysts, but more importantly potential customers, partners and users, is the key to ensure any concept, opportunity or new market initiative is based on a sound business case and provides a platform for sustainable growth. Exoro offers extensive desk and field based research capabilities including:

• Qualification and quantification of business potential Identification of routes-to-market and potential distribution partners
• Competitive landscape
• Complementary and competitive technology evaluation
• Customer buying criteria and needs/wants analysis

Business plan development

Bringing a new product to market or entering a new territory, line of business or market sector, is an expensive exercise and inflicts immense pressure on an organisation, as well as defocusing resource from the existing business and revenue streams.

It is a fact that too many business plans end up locked in filing cabinets and are never used as a blueprint from which the company can focus resources and work together to achieve the plan objectives.

The philosophy at Exoro is to create a living document, articulating the opportunity/risks and clearly defining target market/sectors, planned goals and objectives, while reflecting the organisations culture and activities required or considered. Activities include:

• Business plan development, incorporating qualitative/quantitative data and market feedback
• Analysis and definition of target markets
• Identification of new product and business opportunities
• Business case development
• Product proposition and roadmap development
• Cross-functional workshop management
• Technology concept exploration
• Time to market / feature set definition
• Market requirement specification creation

Go-to-market strategies

From brand perception and sales focus, through supply-chain and inventory management, to customer retention; positioning and timing are crucial.

A badly devised go-to-market plan can have a catastrophic effect on revenue, margins and brand. Potential incremental business can be lost with a poorly managed transition from existing to new product models.

The pressure to get a product to market - once the sales force has began to promote tomorrow's technology (instead of selling today's portfolio) - is immense. However, it’s a risky business to cut corners during the final release testing of the “next big thing”.

At Exoro, go-to-market planning and implementation are inclusive processes and include:

• Cross-functional impact workshop development and leadership
• Development of unique selling proposition (USP) and key selling message definition
• Pricing strategy definition Competitive positioning
• Channel strategy and supply chain management
• Education and awareness planning
• Support structure analysis and implementation

Life cycle management

With experience dealing with core software and hardware development teams, as well as global marketing and sales groups, n-plus can provide a complete cradle-to-grave life cycle management service including:

• Launch planning and implementation
• Product line analysis and consolidation
• Product withdrawal and replacement
• New market entry planning and development
• Identification and qualification of market entry criteria
• Qualification of business potential
• Routes-to-market and distribution models
• Competitive landscape
• Evaluation of potential partners

Product launches

The question, when considering a new product or market launch, is whether a big splash or dynamic dribble is appropriate?

The cost of a product/market launch is not always clearly identified. However as one of the most expensive exercises any organisation will go through, you only get one bite at the cherry.

“Product launch? Nothing to do with me, that’s the marketing department !”

A common held belief by individuals in too many departments. A product/market launch involves the complete organisation and can have a serious effect on many aspects of internal and external business.

Exoro can project manage a launch and create tactical collateral to support the plan:

• Definition and creation of product collateral in traditional and multi-media formats
• White paper development and creation
• Sales manuals and cheat sheets
• Event management, exhibition and trade show support
• Definition and creation of product and technology showcases to support brand proposition
• Stand management and presentation

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