Client
Employee Time Tracking Software Startup
Industry
Human Resources Technology
Services
- Product & company analysis
- Local & global market trends
- Buyer analysis & niche targeting assessment
- Competitor analysis
- Channel partnership opportunity analysis
Challenge
A SaaS startup was in the final stages of development and wanted to begin developing its go-to-market strategy. Having some initial ideas about positioning but little research to support it, we conducted a holistic market assessment of local and global markets, high-potential niches, competitors, and channel partnership opportunities.
Approach
The approach for the market research was to develop a holistic understanding of the market(s) that the client operated within, including buyers, competitors, channel partners, and the overall market as a whole. We also sought to identify critical leverage points that established competitive advantages around which to build a market penetration strategy while assessing high-potential markets for global expansion.
Results
- Identified four high-potential, niche markets that were best fit for a phase one launch
- Determined two new critical leverage points based on competitor research and buyer perceptions
- Identified two channel partner opportunities that would accelerate the launch
- Discovered a competitor was newly acquired by a well-funded parent company and was able to develop a competitive positioning strategy prior to launch
