“We hired Jeff to help us assess our potential market space at TessArae LLC. He has done a marvelous job and was quick about getting results. Jeff provided us real insight into a couple of markets. It has already made a difference for us. Time to results was less than six months, which I consider exceptional. I can highly recommend Jeff to help with your marketing efforts.”

Klaus Schafer, MD, MPH, President and CEO, TessArae, LLC

 

BACKGROUND:

  • Small U.S. Based Company with a DNA Resequencing Technology
  • Business Focus was Pathogen Detection and Identification
  • Despite a strong offering, sales and product uptake were lagging

 

GOALS:

  • Help company understand why its uniquely positioned technology was not gaining traction
  • Conduct a Market Research to determine marketplaces’s views on company’s products, technologies, values
  • Based on survey outcome, determine  next steps to grow the company’s business and expand market opportunity
  • Update client’s message, value proposition and positioning to better reflect its value proposition, key differentiators and key advantages

 

Step One: Market Research

  • Interview Senior Management and  Customer-Facing personnel to determine perceived technology benefits
  • Conduct interviews with current and former clients as well as Key Opinion Leaders in the client’s target market
  • Determine underlying cause for lack of commercial success
  • Formulate recommendations to enhance sales including pursuing an entirely new target market opportunity

 

Step Two: Exploring New Market Opportunity through Further Research

  • Develop a Features/Benefits list for client’s product addressed at new market
  • Create a set of interview questions to lead interviewees to tell us the value of the product to this new market
  •  Conduct interviews with scientists representative of new market as well as Key Opinion Leaders
  • Determine business value of client re-focusing business effort on this market

 

Step Three: Creating Messaging and Positioning for Company and Technology

  • Based on feedback, create Value Proposition, Key Attributes and Differentiators for the target market
  • Test the Value Proposition and Messaging to ensure effectiveness with target market
  • Re-Direct emphasis on Genetic Testing rather than Pathogen ID market while maintaining some focus on both

 

Step Four: Implementation

  • Re-write Web Site content to deliver message to visitors as to the company’s value in Genetic Testing
  • Bring focus to the new message and address the unique attributes of using this technology for Genetic Resequencing
  • Create Sales Collateral for this market including PowerPoint, Case Study and Technology Overview among others

 

Outcome:

  • New application and market opportunity grew quickly
  • In a short time, revenues from the Genetic Testing Market quickly outpaced the Pathogen Testing business
  • Genetic Testing is now the corporate focus with possible expansion into the Diagnostics Market