Our Methodology

To determine market readiness:

Need - What are the business or industry drivers that are causing the customers to change part or all of their businesses? Is there a common need across all businesses in the selected segment?

Value - What are the most compelling value propositions for this product or service to customers in specific market segments? We weight the importance and relative value of these applications from the customer's perspective, and thus determine the "worth" of an application and the customer's ability/desire to pay for it.

Volume - The size of the market in revenue, units, or other metrics. Based on the number of situations in which this need exists, how many total users exist for this application? Is this market serviceable?

To determine vendor readiness:

Whole Product Requirements - What are the specific components of a complete product solution for each segment, based on customer expectations? How much of the application comes ready to go, and how much requires additional work or support from the vendor, the customer (such as preparing data) or the channel? The degree to which an application is ready to go helps determine the likelihood of success.

Channel - What are the preferred buying channels for each market segment? We determine the strengths of existing distribution channels and identify key partners to build customer share quickly. We examine the marketing communications infrastructure to create a better framework for how customers receive information about potential solutions.

Positioning - How does each market segment perceive vendors in the space? Which vendor is seen as the leader by each segment? We examine the existing positions of leading suppliers within the segment to determine the positioning "inertia" that must be overcome to win over this segment.