Case Studies

• Finding Primary Target

  Challenge:

  A Fortune 100 technology company launched a new entertainment category device. Initially they thought college students would purchase this product. Fortunately they piloted the product and found that the price point was too high for students. They decided to revisit their strategy–their primary target and value proposition.

  Solution:

  They invited a cross-functional team to look at the challenge. The management team recognized that very little (if any) data went into defining their initial strategy. Little information was available, given it was a new category device. They agreed to follow a methodical process to explore the market opportunity more diligently. The following steps were taken, all driven by primary and secondary data:
  1. Understood the market conditions
  2. Crafted a primary and secondary target
  3. Tested concepts with the target
  4. Tested the value proposition with the target
  5. Conducted a new pilot before launching

  Result:

  In the end, the product was relaunched to an early adopter primary target that embraced the new category with great excitement. The early adopters became evangelist of the product and exceeded sales expectations for the first year. This was all done in a fast turn around with minimal additional investment.

  

• Redefining Value Proposition

  Challenge:

  There are few people who get a chance to start a business let alone redefine one. Our client, a widely respected entrepreneur and founder of an asset allocation financial services firm, was at such a point in evolving his business. Recognizing, the work of a pioneer is never easy when numerous speaking engagements, capacity planning, and business development projects often conflict. Using our Value Proposition framework, Resonant Insights set out to clarify our clients vision and value within the market, starting with listening to his team.

  Solution:

  With a rebranding strategy that arose from our visioning and purpose discovery work, our clients value proposition was redesigned based on their true manifesto. That manifesto focused on the following:
  1. Simplified complex working models within the business
  2. Re-branded their marketing assets (brochures, presentation templates, website redesign)
  3. Planned campaign to relaunch their image
  4. Provided executive coaching to show-case their true talents

  Result:

  Armed with a new marketing campaign that focused on their core values and competencies, our client improved their ability to “sell” the simplicity of their complex offering. All on the team bought in and passionately backed the new direction.

  

• The Upside of Outsourcing

  Challenge:

  In a previous role at one of the world’s largest software platform providers, Bobby Bakshi was part of a key initiative. The marketing insights group (some 100 employees) faced a positive challenge: great demand from their internal business group clients but not enough resources to support their needs. They wanted to get more done without adding to their team which had grown five times in the previous four years.

  They chose three strategic vendors to support their needs in India. Cost efficiency was a factor, but more a side-benefit than the primary reason to make this strategic decision. Bobby Bakshi recognized early on that this initiative would face many people challenges. Very quickly, all those involved on the U.S. team recognized a mismatch in expectations. When the U.S. team would assume a “high bar” they rarely got that from the vendors who often over-promised and under-delivered.

  Solution:

  Bobby created a people program that had many facets:
  1. Cross-cultural training for teams in the U.S. and India
  2. Regular visits to India both to get hands-on with the work and build relationships
  3. Coaching for the executives on both sides
  4. Annual weekend retreats in India with many from the U.S. attending
  5. A measurement system to track progress

  Result:

  In the end, the initiative exceed management’s expectations on all key performance indicators already in the first year. The program continues to thrive and raise a “high bar” of excellence.

  

• Owning Core Competencies

  Challenge:

  As a local leader in the remodeling industry for over three decades, this client was faced with a challenging economy and a volatile real estate market. They were successful at building a loyal customer base, and continued to receive rave reviews. The company’s challenge was landing new business, even after being invited to bid on numerous remodeling projects.

  Solution:

  Resonant Insights was invited to investigate what was truly happening. We were tasked with recommending actions that would change this pattern of lost opportunities. We studied market data and took necessary steps to gain a deep understanding of this company before recommending an approach. After our assessment, we focused on these three areas:

  1. Identifying their ideal client
  2. Uncovering their core competencies
  3. Understanding why they were losing bids

  By conducting one-on-one interviews with existing clients and those who chose to hire an industry competitor (lost bid opportunities), we uncovered many new insights.

  Result:

  In the end, this client gained clarity and focus on how to grow their business. Our insights made a tangible impact on our client’s ability to win proposals. They refined their target audience, and their value proposition to connect authentically with their clients.

  

• Leading Strategic Growth

  Challenge:

  As a local business owner for over 15 years and a trailblazer in the green business industry, our client recognized that to expand their business, their challenge was to remain focused on business outcomes and have a plan to execute on the growth they wanted.

  Solution:

  By redefining the business strategy, setting clear performance expectations throughout the business, and developing a means of performance feedback, our client created their recipe for success. This recipe was delivered in a typical Resonant Insights fashion:
  1. Executive coaching sessions provided around vision planning
  2. Multi-level enterprise growth development plans implemented
  3. Technology implementation plans across regions
  4. People and organizational training development accomplished
  5. Use of our 101% metrics feedback tool also provided achievable SMART goals that were supported by the Resonant Insights community

  Result:

  Our client saw a growth increase of 200% over a six month period. They also developed a new go-to market strategy around a new business plan, and provided leadership talent management plans that are making their dreams a reality. The company continues to set strategic goals that will allow for the company to grow into the enterprise platform they always wanted.