New markets, differential advantage and accelerated growth.
How our deep tech client defined it's brand, market position and quantified it's value proposition to massively scale-up in new
Industry: Systems on Chips
Challenge: Strategy, brand and value propositions
Project type: Kick-start 10 weeks
Our client is a deep tech, VC-backed, systems on chip designer with unique embedded monitoring solutions. Already successful in the chip testing and design market they were looking to accelerate growth by entering the fast moving autonomous, ADAS automotive market with a new proposition focused on mitigating reputational risk.
We worked closely with the leadership team using specific elements of our adaptomy DNA methodology to systematically profile the brand, define key brand assets and create clear positioning and quantified value propositions that defined the entry to a whole new global market. There was no significant change to the product configuration - same product different market.
Adaptomy’s methods and tools built and quantified new market opportunities, value propositions and brand positioning which resulted in a multi-million dollar deal within four months of implementation and contributed to the acquisition of the client by a global industrial and technology player.
Case study detail
Our client was very successfully selling utility 'system on chip' testing packages to chip architects in testing labs. Emerging evidence suggested there was a very large opportunity in the autonomous vehicles market to protect in-vehicle systems from cyber threats. However, how to calibrate the market opportunity, positioning or value proposition needed to capitalise on this massive, and growing, global market was not clear.
Adaptomy was able to show that a 'kick-start' programme fusing rapid diagnostics, collaboration tools and adaptomy DNA could accelerate development and impact of potential 'go to market' strategy. of The adaptomy DNA model assured the client that a critical path of the essential marketing and sales capabilities could be rapidly defined to execute a new value proposition, in market, quickly.
Having successfully focused on a utility offerings for in-lab testing services since the business’ inception, the client now believed mitigating cyber-security risk and time-critical monitoring of in-car systems was a realistic opportunity. However, the client had not been able to quantify or position the value that it could create for this massive new market. As a lean team running at near capacity the leadership team needed an evidence-based, repeatable and scalable methodology to quantify value propositions and build the go to market plan.
Approach and focus
Initially we used a series of rapid diagnostics to evaluate current brand, positioning, value propositions and prospects of delivering value into existing and new markets. We defined the brand profile and positioning and analysed current and future customer journeys to create an evidence-based 'Market Opportunity Statement'. This statement was the basis for development of quantified value propositions and 'Go to Market' strategies that identified, target segments and customers and engagement plans for key players in the automotive ecosystem. All our work was under-pinned with adaptomy DNA and it's supporting toolsets.
The entire programme from brand audit through, brand profiling, market opportunity assessment, customer journey mapping and value proposition was completed withing 10 weeks. The first results of the new value proposition were delivered within a further 12 weeks when the client won a multi-million dollar, multi-year partnership deal with a global Tier 1 automotive manufacturer.
...adaptomy quantified commercial and customer value, buying behaviours and preferences within complex autonomous vehicle eco-systems, this was instrumental in us winning one of our first major global contracts in this industry..
CSO COO, Advanced Technology and Systems business
Meet the team
We know Quantified Value Propositions (QVP's) rely on effective inputs; effective leadership, clearly communicated strategy and detailed market opportunity analysis. We also know they are difficult to develop and that means more structure and systematic approaches. Adaptomy methods and tools including our modular methodology: adaptomy DNA, help do this and provide strong foundations for brand building, positioning and execution of strategies 'in-market'.