Issues
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Very small ISV in Sweden with amazing vision and world class technical delivery, but:
- No product documentation or technical messages
- No positioning
- No sales story
- Customer loyalty being tested to the limit
- Cash trickle
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Objectives
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- Fast start a product management and product marketing function
- Gather feedback from customers to establish retention and development priorities
- Devise a corporate position that resonates with a news publishing industry in flux
- Identify and engage with European distribution and implementation partners
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Programme
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This was a rapid programme on limited budget:
- 2 day workshop with technicians to analyse technology for the origination of a product description
- Customer interviews to understand and verify impact of technology on the news gathering and publishing business processes and organisations in Stockholm
- Development of positioning story and business architecture
- Development of new website to promote story and support and manage customer interactions
- Identification and introduction to appropriate European implementation partners and market influencers
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Output
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- Product description
- Customer feedback reports
- Thumbnail case histories
- Positioning paper and supporting collateral
- CMS-based website
- Partner presentations
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Action
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The key to success here was to establish the business dialogue between a highly technical staff and an industry looking to make sweeping organisational and process changes. This opened the way for:
- A fresh development direction and prioritisation
- Renewed motivation throughout organisation
- Meaningful and achievable sales effort and objectives
- Buy-in from European partners
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Success
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- Strategic commitment from the two largest media groups in Scandinavia against major global competitors
- New local business
- Cash to reinvest
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