Market Engagement Model

Introduction

Our engagement approaches are tailored to each client's unique needs, ranging from value-proposition workshops to executive education, team coaching, and project consulting.

Below is our structured seven-phase model that guides successful market engagements.

Phase 1: Situation Analysis

This initial phase evaluates current market positioning, identifying existing value propositions and delivery systems. We assess how effectively these deliver value to customers and shareholders, and examine vulnerabilities against market trends and disruptions.

Phase 2: Common Language and Customer Mindset

We establish a shared customer-centric framework for your team. This provides essential tools to understand customer needs while building organisational buy-in for the reinvention process.

Phase 3: Research Preparation

We synthesize current knowledge about unmet customer needs in target segments. Role-playing exercises help formulate initial hypotheses about promising opportunities, preparing teams for field research.

Phase 4: Customer Field Research

We study actual customers whose lives we aim to improve, identifying problems they may not recognize themselves. This typically involves 10-15 in-depth interviews per market opportunity, professionally facilitated to capture maximum insights.

Phase 5: Value Architecture

Using research insights, we develop improved customer scenarios with superior value propositions and delivery systems. These define the ideal future state that solves customer problems in innovative ways, specifying experiences and price points that motivate customers to choose your solutions.

Phase 6: Concept Testing

We create narrative descriptions of new scenarios to test with customers. Team members revisit selected customers to validate these concepts, confirming their potential success or identifying necessary revisions.

Phase 7: Finalization and Launch

We evaluate, refine, and implement the most promising value propositions. This includes developing business cases and estimating market potential.