Shallow Competitors
Narrow Broad
MarketSoft needs a defensible competitive strategy that assures leadership in the newly integrated e-marketing arena. Fortunately, MarketSoft develops each product using a similar architecture to facilitate the integration between its products. This common architecture facilitates this growth strategy. The challenge is to build a product suite that will develop a dominant position against current and potential competitors.
Growth through Lateral Penetration in Customer Companies
MarketSoft could target both business-to-business and business-to-consumer segments, but the company has focused primarily on the former, helping businesses manage their marketing efforts toward other businesses. MarketSoft is building strong relationships with big corporations One of its future challenges is to use those relationships to increase its product range and penetration within a given corporation. Bill Price, MarketSoft’s chief financial officer, gave a clear example: “One of our most important customers is Fidelity Investments. We implemented eLeads in the Fidelity retail organization. The performance and return on investment helps us to extend the product to the institutional and retirement organization. Now we must sell them other product. “Other customers that use MarketSoft ofr fussiness-to-business marketing activities include Cisco and Dun & Bradstreet. Once a large corporation uses MarketSoft in one part of the organization
Growth through Indirect Channels
Some companies grow revenues by selling products through multiple channels, leveraging the expertise, market penetration, value-added services, or sales forces of partner firms. Thus far, MarketSoft has adopted a direct-sales model in order to focus resources on product development and positioning. When additional products are ready, MarketSoft may pursue an indirect-sales channel, allowing Original Equipment Manufacturers (OEMs) and integrators to sell MarketSoft’s products. As Price expressed it, “We have not developed an indirect channel nor OEM relationships yet. We focus on building the right and scalable products. We will build the indirect channel later. “Building new channels could boost MarketSoft’s reach and awareness.
Growth through Global Expansion
Another avenue for growth is geographic expansion. MarketSoft wants to become a global company. Although being global is not a prerequisite for the company’s eventual IPO, a plan of geographic expansion would be very helpful for the IPO filing. MarketSoft must become an international company at some point. To achieve a successful global expansion, MarketSoft products must be truly scalable, multilingual, and multicurrency and the value proposition must be complete and sound
Growth through Alternative Technology Platforms
MarketSoft could also increase the range of the IT platforms on which its products run. Some potential customers would like the product to work in other platform (e.g., Unix or Db2) that MarketSoft does not support. Having a scalable product is crucial to increase the sales and reach of the products. MarketSoft is currently working on and assigning considerable resources to adapt its products to new platforms.
The Goal of Growth: Preparing for an IPO
Shallow Competitors
Narrow Broad
MarketSoft needs a defensible competitive strategy that assures leadership in the newly integrated e-marketing arena. Fortunately, MarketSoft develops each product using a similar architecture to facilitate the integration between its products. This common architecture facilitates this growth strategy. The challenge is to build a product suite that will develop a dominant position against current and potential competitors.
Growth through Lateral Penetration in Customer Companies
MarketSoft could target both business-to-business and business-to-consumer segments, but the company has focused primarily on the former, helping businesses manage their marketing efforts toward other businesses. MarketSoft is building strong relationships with big corporations One of its future challenges is to use those relationships to increase its product range and penetration within a given corporation. Bill Price, MarketSoft’s chief financial officer, gave a clear example: “One of our most important customers is Fidelity Investments. We implemented eLeads in the Fidelity retail organization. The performance and return on investment helps us to extend the product to the institutional and retirement organization. Now we must sell them other product. “Other customers that use MarketSoft ofr fussiness-to-business marketing activities include Cisco and Dun & Bradstreet. Once a large corporation uses MarketSoft in one part of the organization
Growth through Indirect Channels
Some companies grow revenues by selling products through multiple channels, leveraging the expertise, market penetration, value-added services, or sales forces of partner firms. Thus far, MarketSoft has adopted a direct-sales model in order to focus resources on product development and positioning. When additional products are ready, MarketSoft may pursue an indirect-sales channel, allowing Original Equipment Manufacturers (OEMs) and integrators to sell MarketSoft’s products. As Price expressed it, “We have not developed an indirect channel nor OEM relationships yet. We focus on building the right and scalable products. We will build the indirect channel later. “Building new channels could boost MarketSoft’s reach and awareness.
Growth through Global Expansion
Another avenue for growth is geographic expansion. MarketSoft wants to become a global company. Although being global is not a prerequisite for the company’s eventual IPO, a plan of geographic expansion would be very helpful for the IPO filing. MarketSoft must become an international company at some point. To achieve a successful global expansion, MarketSoft products must be truly scalable, multilingual, and multicurrency and the value proposition must be complete and sound
Growth through Alternative Technology Platforms
MarketSoft could also increase the range of the IT platforms on which its products run. Some potential customers would like the product to work in other platform (e.g., Unix or Db2) that MarketSoft does not support. Having a scalable product is crucial to increase the sales and reach of the products. MarketSoft is currently working on and assigning considerable resources to adapt its products to new platforms.
The Goal of Growth: Preparing for an IPO
การแปล กรุณารอสักครู่..
