The client's problem
A US-based technology company wanted to find the best way to approach the market for a groundbreaking innovation within the field of magnetics.
The market strategy was developed in two parts. The first part included extensive research into the magnetics industry, e.g., analysis of the different industry players and key trends, estimation of the market size, growth rates and profit pools, and identification of potential deployment areas where the innovation could have an impact. The second part included targeting specific companies based on pre-agreed criteria, such as product differentiation, revenue potential and legal issues.
A targeted go to market strategy has helped the company get its first set of customers and helped attract more investors to enable future growth.