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Marketing strategy improves margins, develops new revenue stream

THE CHALLENGE: Our client, a software development company, providing online recruitment software was struggling with its approach to marketing. This resulted in a lack of clear positioning and differentiation in a crowded marketplace, delays in time-to-market and lower than expected revenues.

THE SOLUTION: Coaching of both the MD and the marketing team over nine months resulted in the following:

  • Clear positioning, differentiation and USP of a new product through segmentation
  • A low-cost launch and communications plan for its new ‘low-end’ offering
  • A plan to increase demand for its ‘high-end’ offer whilst increasing margins and avoiding cannibalisation.

THE RESULTS: The company was first to market with an innovative ‘low-end’ approach that has provided for a new revenue stream generating 1m of increased revenue in the first year. Enhancements to its ‘high-end’ offering that have increased margins to 50% at the ‘high-end’. The company also has a strategic marketing plan in place that will generate incremental revenues of £2m over the next 3 years, without compromising profitability.

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