Market Development Strategy & Planning
To successfully launch a new product, it’s important to prime the market, to grow interest and create an established need. This is achieved by implementing market development strategies that inform and educate the market ahead of a launch. Market development planning is the critical step before implementation, wherein we define what those needs and opportunities are, and establish a clear path forward for us to execute against.
Our Approach to Market Development Planning
During market development planning, we collaborate and engage with your organization’s leadership, hosting workshops and meetings with cross-functional teams to establish opportunities and align around outcomes.
We work with your organization to create a robust, mutually beneficial vision for the future that all stakeholders can embrace. A vision that imagines the positive impact your innovation will have on the market. This narrative forms the basis for marketing campaigns, stakeholder engagement efforts, investor presentations, and other communications efforts.
The goal of market mapping is to understand the interplay of these various stakeholder groups and the issues they care about, as well as identify barriers or opportunities in the current environment that can, and should, be addressed prior to launching a new product.
Finally, we incorporate timelines and sequencing to ensure the right message is delivered to the right stakeholders at precisely the right time.
Define opportunities within the marketplace and establish priorities based on research and insights
Collaborate with your organizations’ teams and leadership to establish a shared understanding of the opportunities and desired outcomes
Create a clear market development narrative that addresses the needs of each stakeholder segment
Develop an actionable plan with timelines and milestones that will evolve the market
Market Shaping Strategy
Market shaping is the execution of the plan, including the implementation of campaigns, the engagement of external stakeholders and metrics that evaluate the resulting changes in the market.
Bringing it all together:
Market Development Landscape Insights
The output of our landscape insights efforts is a clear picture of the landscape, the key players, their interests, the issues and potential levers of change. This landscape analysis synthesizes existing materials, but places it in the broader multi-stakeholder context and looks at all of the opportunities and barriers that exist to creating change. Ultimately, it is an actionable picture of the playing field you are looking to change by bringing innovation into the world.