Service Industry Assessment

Challenge

• Large Service Provider needed help assessing future of recently acquired service business that could be delivered both in person and online

• Existing marketing department lacked the bandwidth to assess the opportunity to expand their presence in the four existing verticals they served and expansion into four new ones

 
Actions

• Led internal team of 12 sales and marketing employees in conducting market assessment, competitive review and market-sizing exercise

• Created value propositions customized to each of the 8 verticals

• Conducted qualitative research among key decision makers to assess interest in value propositions

• Interest by vertical varied dramatically. Needed to further optimize offering in order to secure foothold in one of the new promising markets

• Opportunity to further integrate their services with the Larger Service Provider

 
Implications

• Based on market assessment, focus of organization shifted to two existing core verticals.  Secondary emphasis placed on one of the new promising market opportunities

• Further integration within the Larger Service Organization to create bundle offerings with current and new customers, as appropriate