Market transition

Case in point

A lower-market company with a strong value proposition required assistance in transitioning its offering from B2C to B2B.

Situation Assessed

While the Company had a very strong value proposition, it had limited experience in the corporate B2B market. The Company initially chose the B2C market as an entry point for its offerings and reached a pinnacle where cost of customer acquisition was impeding the financial model and posing further challenges for a strategic exit.

Challenges Encountered

  • newport-point

    No business development experience of corporate accounts and sales team

  • newport-point

    Long sales cycles for corporate customers

  • newport-point

    Limited investment available for a new market segment

  • newport-point

    The Company had no referenceable corporate customers

  • newport-point

    Limited internal infrastructure for corporate customer support

Value Delivered

  • newport-point

    Researched alternative distribution channels for indirect access to major corporate clients

  • newport-point

    Formalized the value proposition for the B2B market

  • newport-point

    Developed the competitive differentiation and positioning for the B2B market

  • newport-point

    Secured board approval and investor support for a major market shift

  • newport-point

    Developed the target customer base for initial market penetration

Outcomes Achieved

  • newport-point

    Secured multiple channel partners who had strong corporate connections and existing clients

  • newport-point

    Secured two of the top five corporate accounts in the targeted client customer base, as well as increased the corporate referral base

  • newport-point

    Dramatically reduced cost of customer acquisition

  • newport-point

    Successfully repositioned the company in the B2B market for long term prosperity

  • newport-point

    Greatly enhanced the value proposition of the Company as it began formal discussions on exit strategies and potential acquirers