Case Study: Global Re-positioning
Financial Services Solution (F2S) Company
Situation:
F2S’s flagship Trading Management solution established the company as a leader in the NASDAQ market. Over time, the company had developed a number of additional solutions and a NYSE version of their flagship product without corresponding marketing efforts. As a result, market perception did not reflect the expanded direction of the company.
Solution:
This situation called for a full re-launch of this business unit and vision. Our objectives: to transition the company position from a US-centric, single exchange solution to that of a global leader in trade management with a full suite of products and services—serving any exchange and equity trading instrument in any financial market.
Results:
Our re-launch campaign effectively communicated the new vision—and within nine months, they were perceived as a global leader serving multiple financial markets. They signed an initial beachhead of brand name customers in several European countries and accelerated the penetration of the NYSE market customer base by 50%. The launch successfully strengthened the company’s market positioning and underpinned a 43% record revenue growth for this business unit.

Case Study: Company Re-positioning
Enterprise Application Integration (EAI) Solutions Company (XTE)
Situation:
XTE company successfully developed and announced the initial release of an innovative EAI technology and had established a position as an early pioneer in the emerging EAI market space. Subsequently, additional competitors began entering the market, creating buyer confusion, elongating sales cycles and led to a perceived "me-too" market positioning.
Solution:
OakCal’s Marketing Launch Plan repositioned the company around version 2.0 and 3.0 of their solution, and focused sales and marketing efforts on specific market segments and buyer types. In addition, we launched a new corporate identity and vision, supported by aggressive marketing programs to pro-actively influence the market agenda and reduce sales cycles.
Results:
XTE’s launch helped them achieve a market leadership position in this emerging market and articulate a unique, compelling value proposition that clearly differentiated their solution from the competition. Marketing programs established awareness of their new corporate brand and identity and a Thought Leadership campaign pro-actively influenced buying criteria among their target audience. The overall effort helped XTE accelerate their market penetration, allowing them to close six new early-adopter customers in the first quarter, and secure their second round of financing. Peregine acquired the company in 2000.

Case Study: Solution Re-launch
B2B Enterprise Vertical Services Provider (AS) Company
Situation:
AS had successfully introduced its new company and solution to the high-tech market and signed an initial set of brand name customers. Subsequently, the market dynamics shifted and the company needed to advance their messaging, shape a new market category, and introduce a new brand identity.
Solution:
We developed a strategic value proposition for AS that focused on the unique challenges of their target executive buyer—evolving from their former "product-centric" approach. The message resonated with this specific segment and created a sense of urgency—effectively collapsing product sales cycles. A thought leadership program was developed to help the company define a new market category in terms that would favor their solution.
Results:
OakCal’s launch efforts successfully evolved the positioning and perception of AS and created a new market category within six months. Visibility among their target market increased dramatically and sales cycles were reduced by 25%. The launch "buzz" accelerated the company’s penetration of the market—creating an environment for closing a handful of new brand name accounts.

Case Study: New Company Launch
B2B Integration Services Company (PK)
Situation:
PK identified a unique market opportunity for a new type of B2B services company and acquired an initial round of financing. Their challenge was to introduce the company quickly in order to take advantage of favorable market conditions—while matching market demand to the scalability of the company.
Solution:
OakCal’s Launch Plan laid out a unique brand personality for PK packaged their services into a suite of strategic solutions, and focused the company’s efforts on establishing a beachhead in a specific market segment. Because time was of the essence, our strategy called for a "soft" launch, followed by subsequent announcements introducing the company’s services. A number of demand generation programs created a pipeline of qualified prospects and an awareness program was initiated to boost visibility.
Results:
PK entered the market with a bang, gaining attention as "a company to watch." The launch effort articulated a strong value proposition that clearly differentiated PK from the competition—effectively collapsing sales cycles, and allowing them to sign an initial set of customers within 3 months. In addition, a pipeline matched to the company’s revenue and customer acquisition objectives allowed them to meet their first year financial goals and establish strategic partnerships with two key software vendors. The company subsequently acquired a second round of financing and increased their valuation four-fold.



 
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