Bringing a product to market
We are a marketing company that also sells land. Businesses come to us when they are entering a new market, launching a product, or losing ground to somebody cheaper — and need to know what to say, to whom, at what price.
We are a marketing company that also sells land. New market, new product, or losing ground: we work out what to say, to whom, at what price.
What we do
Six pieces of work. Most companies start with one and come back for the next.
Entering a new market
Is there a business here, and what will it cost to take it?Is there a business here?
The size of the opportunity, who already holds it, what they charge, and the way in that is still open.
Positioning a product
Why should somebody buy this one rather than the cheaper one beside it?Why this one and not the cheaper one?
One sentence your whole team can say the same way, and the proof that makes it believable.
Pricing and packaging
What should it cost, and what should it come with?What should it cost?
A price the market will carry, the tiers beneath it, and what to stop giving away.
Going to market
Who sells it, through which channels, and what do they say?Who sells it, and where?
A launch plan with the channels named, the words written, and somebody accountable for each one.
Brand and messaging
Does the company sound like one company?Does it sound like one company?
The name, the promise and the words, written down so the next person you hire uses them too.
Research that settles an argument
What do buyers actually do, rather than what we assume?What do buyers actually do?
Interviews, a survey or mystery shopping, and a finding you can act on this quarter.
Sectors we have worked in
A new market is a new market whatever is being sold. Where we have not worked before, we say so and price the learning into the first stage.
- Property and construction
- Banking, insurance and SACCOs
- Fast-moving consumer goods
- Agriculture and agribusiness
- Health and pharmaceuticals
- Technology and telecoms
- Education and training
- Hospitality and travel
How the work runs
1
We listen, and we look
A week or two with your team, your numbers and your buyers. We come back with what we found, including the parts you would rather we had not.
2
We put a position on paper
Who the product is for, what it promises, why that is believable, and what it costs. One page, argued.
3
We plan the launch
Channels, words, budget and a calendar, with a name against every line and a number to judge it by.
4
We stay until it runs
We work alongside your team through the first quarter, then hand over. You should not need us after that.
Tell us what you are launching
The first conversation is an hour and costs nothing. Bring the product, the market you are aiming at, and whatever numbers you have. If we are not the right people, we will say so and tell you who is.