Case Study      Challenge: One of the first-to-market Software Vendors for telecommunications Operations Support Systems wanted to increase its customer base by creating a more focused market strategy but lacked strategic direction for the project. The client wanted to understand how its product stacked up against the competition and how it could redefine its approach to the market in order to increase its client base ten-fold. The Solution: Pathfinder utilized its understanding of the market need and competition to provide strategic direction for the existing product set, including target market definition, partnership evaluation and value proposition creation. We began by speaking with key stakeholders and analyzing the current issues at the company. Simultaneously, we analyzed the competitive offerings to uncover the company's unique value proposition. Working closely with the individuals at the company, we investigated the impact that changes in technology would render. By conducting brainstorming sessions and speaking with Industry Analysts, we identified the target segments that would lead to the largest potential successful revenue stream. We then synthesized all components to determine the appropriate strategic approach. In addition, we classified Business Partners into a variety of segments and created criteria to analyze potential relationships. Pathfinder also managed resources across the client's organization, providing valuable input to the overall strategy. We conducted regular sessions with the client's senior management and Board to ensure a deep understanding and agreement of the changes that would need to be made to successfully implement the strategy. In addition, we provided senior management with a number of tactical improvements that could provide positive impact in the short term. One of those tactics involved replacing the entire sales team. The sales team had been in place for over three years and had not been able to effectively penetrate the customer base. This action was necessary for the company to be successful in implementing the new market strategy. Because of the technology involved, the product had been positioned and defined as something that was very difficult to implement. Pathfinder uncovered prospective customers' concerns regarding the complexity as well as the need to differentiate the product from the competition. As a result, we helped the Software Vendor change the nature of the competitive playing field and reposition the product to take advantage of the new direction. Pathfinder identified the company's key areas of strength and helped build messages that leveraged these strengths. We raised the level of attention given to Industry Analysts and assisted the company in positioning the new approach with these Analysts. Finally, Pathfinder served as a mentor to a new Director who was recently hired by the company. This new Director was overwhelmed by the amount of work and knowledge that was required to develop the right strategy. Pathfinder concentrated on rapid knowledge transfer for this Director to help him come up-to-speed and feel comfortable with the market, the technology and the environment. The project scope expanded from creating a market strategy to creating the overall company strategy. Pathfinder identified gaps in the client's current strategy and recommended actions to improve performance. We also worked with each department to develop metrics to measure performance against quantifiable goals. Longer term, these metrics helped the senior management and their Board identify progress and take required corrective action as soon as possible. The most valuable skills Pathfinder consultants possessed in helping the customer achieve success were an understanding of the market dynamics and an ability to work seamlessly across the customer's organizations. Pathfinder worked with Business Development to develop the appropriate partner evaluation criteria, worked with the Sales organization to understand the challenges it faced, teamed with the Development organization to determine the key product differentiators and partnered with the marketing team on the messaging strategy. A clear perspective on the roles and drivers of each department and what it offered to this project allowed Pathfinder to manage the work-flow efficiently and successfully complete the project on time. Benefits to the Client: Previously, the company did not have a focused approach to the market. Upon completion of the project, the client had a clear understanding of its target market and a well-defined benefits and value proposition. The client also had a clear path to assist it in identifying the most fruitful partnerships that it would need to form in order to complete its transition to a market-oriented organization. Back to top

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