positioning for market optimization: genassessmentco excerpts from strategic positioning project
TRANSCRIPT
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Positioning for Market Optimization:
GenAssessmentCoExcerpts from Strategic Positioning Project
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Executive Summary
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Executive Summary
Call to Action for Management Team:
UnderstandGenAssessmentCo’s Customers
UnderstandGenAssessmentCo’s Competition
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Executive Summary
That Was Then, This Is Now
How to Proceed
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Executive Summary
Positioning for Market OptimizationAllows GenAssessmentCo:
To Leverage its Strengths
To Refine its Product
To Perfect its Value Proposition
To Establish the Direction for Sustainable Growth
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Executive Summary
A “best-kept secret” misses opportunities
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Executive Summary
GenAssessmentCo management and customers describe the tool as:
Powerful Comprehensive Challenging Flexible Well Respected Overwhelming Illustrative Detailed Complex High-Quality Insightful Daunting Reliable Multi-layered Best-Kept Secret
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Executive Summary
Synopsis of Findings:
A best-kept secret becomes a market liability as competition looms larger. Missed opportunities become
permanently lost opportunities for sustainable revenue.
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Positioning
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Positioning
Similar themes in management and customer opinions regarding threats and areas for improvement.
TOP THREATS(IDENTIFIED BY MANAGEMENT)
Lack of clear/consistent vision/focus/ commitment/follow-through/communication
Pricing Complexity Lack of branding Cost for GenAssessmentCo to be a player Market perception re: value Competition: products, pricing, packaging,
distribution, aggressive sales & marketing Limited opportunities for employee growth/
development Unclear lines of authority Lack of customer focus
TOP CONCERNS/CRITICISMS(FROM CUSTOMERS)
Company inconsistencies, frequent changes, insufficient lead-time
Cost for reports Complexity Lack of branding Report interpretation is labor- and time-
intensive Lack of immediate feedback Lack of strong support from staff Treat consultants as if they’re competitors Training required is expensive in terms of time,
money, travel
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Positioning
The majority of customers surveyed have very little, if any, interest in
other assessment tools.
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Positioning
Disconnects
ON ONE HAND…
“We rely on consultants to get business.”
“Consultants are our assets and our liabilities.”
ON THE OTHER HAND…
“I can’t download a report, email it and let my client link directly to the site.”
“I can’t export groups into anything I can manipulate. I have to enter the data into an Excel spreadsheet so I can sort.”
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Positioning
The Winning Value Proposition:
CONSULTANTS Value Thoroughness, depth Credibility of tool and
vendor company Proven accuracy Easy to use Business expertise Leadership
effectiveness components
Show specific applications
Can download/email reports
Prescriptives Equal treatment of
customers Company integrity
LARGE COMPANIES Certified training Thoroughness Allows for in-house
expert Can score own reports Results-oriented Easy to use &
understand Numerous applications Depth Competitive price/value No gender/racial bias Prescriptives
VAR’S Not complex Includes today’s
occupations Credibility Accuracy Non-judgmental Good
support/customer service
Good credentials
GENERAL PUBLIC Business-based Adopted by major
corporations Measurable Proven impact on the
bottom line Modern Gets people
promoted
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Positioning
GenAssessmentCo, three ways: Choosing a model
“LEXUS MODEL” Price is part of cache Investment For the elite Classic design Highly specialized sales Limited distribution Indulgent, relationship-based
service Premium product
“TIMEX MODEL” Price point within “everyone’s”
reach Short-term purchase Accurate, reliable No specialized sales Bare bones, mass market
design Wide distribution Minimal service Commodity
“L’OREAL/CLINIQUE MODEL” More expensive, but we’re worth it Special—stands out from the pack Dependable Knowledgeable, well-trained sales
force Creates desire for long-term
relationship Excellent customer service Stylish Discriminating, targeted
distribution
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Survey Says
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Survey Says
Word-of-mouth works, but that will never get you where you want to be.
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Survey Says
1. 86% of those who responded to the survey learn about GenAssessmentCo through word-of-mouth. Internet and advertising have virtually no impact.
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Survey Says
When they “get it,”
it’s worth it.
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Survey Says
2. 90% somewhat to strongly agree the GenAssessmentCo Method is an excellent value for the money.
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Survey Says
Look—even the consultants wantself-interpretative
reports!
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Survey Says
3. 81% call for self-interpretative reports. “People like to be able to absorb information themselves— that’s not what GenAssessmentCo provides.”
~ Customer
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Survey Says
It’s an open field.There are opportunities,but maybe you should play in another field.
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Survey Says
So many reports, so little time:
Simplify, Merge, Discontinue
Repeat as Needed
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Survey Says
3. Of the ten reports listed, GenReport was the overwhelming “most useful.”
The reports with less than 10% should be evaluated re: updating/revamping/ folding into another report/eliminating.
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GenAssessmentCo Must Do’s
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Must Do #1 The Tool
Just do it: re-tool the tool
“Immediate feedback is the key.”“What’s missing is the immediate experience/ understanding.”
~ Customers
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Must Do #1 The Tool
It’s unanimous: The tool needs a makeover
Reduce total number of reports: Eliminate the superfluous.
Simplify reports and interpretation requirements.
Create 1-page report that includes GenAssessmentCo depth and insight: Basic grid, components, interests.
Update the occupational list.
Include opportunity for “immediate” feedback.
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Must Do #2 Master Mentor
Be THE Business Diagnostician:Connect the dots for your customers, so
they can be successful.
“GenAssessmentCo isn’t very helpful getting the most out of the product.”
“It’s too complicated—it has too many pieces.”~ Customers
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Must Do #3 Customer Support
Provide the kind of support that will make
a difference to the customers.
“I would like to be able to talk to someone about how to use tools, how to do team consulting.”
~ Customers
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Must Do #4Quality Consulting End-to-End
Be the Best. Pick the Best. Support Them
to the Max.
“They shouldn’t just certify anyone—they have to get it.”“They [GenAssessmentCo] don’t have the business savvy to know
how to use the tool.” ~ Customers
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Must Do #5New metrics for market credibility
Get The MetricsFor Your Market
You don’t have the metrics your market needs“Organizations want ROI information.”
“Having those kinds of numbers would answer client questions; it would be a much easier sell.”
~ Customers
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Must Do Summary Positioning in a Nutshell