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Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project

Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project. Executive Summary. Executive Summary. Call to Action for Management Team:. Understand GenAssessmentCo’s Customers. Understand GenAssessmentCo’s Competition. Executive Summary.

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Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project

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  1. Positioning for Market Optimization: GenAssessmentCo Excerpts from Strategic Positioning Project

  2. Executive Summary

  3. Executive Summary Call to Action for Management Team: Understand GenAssessmentCo’s Customers Understand GenAssessmentCo’s Competition

  4. Executive Summary That Was Then, This Is Now How to Proceed

  5. Executive Summary Positioning for Market Optimization Allows GenAssessmentCo: • To Leverage its Strengths • To Refine its Product • To Perfect its Value Proposition • To Establish the Direction for Sustainable Growth

  6. Executive Summary A “best-kept secret” misses opportunities

  7. Executive Summary GenAssessmentCo management and customers describe the tool as: Powerful Comprehensive Challenging Flexible Well Respected Overwhelming Illustrative Detailed Complex High-Quality Insightful Daunting Reliable Multi-layered Best-Kept Secret

  8. Executive Summary Synopsis of Findings: A best-kept secret becomes a market liability as competition looms larger. Missed opportunities become permanently lost opportunities for sustainable revenue.

  9. Positioning

  10. Positioning Similar themes in management and customer opinions regarding threats and areas for improvement. • TOP THREATS • (IDENTIFIED BY MANAGEMENT) • Lack of clear/consistent vision/focus/ commitment/follow-through/communication • Pricing • Complexity • Lack of branding • Cost for GenAssessmentCo to be a player • Market perception re: value • Competition: products, pricing, packaging, distribution, aggressive sales & marketing • Limited opportunities for employee growth/ development • Unclear lines of authority • Lack of customer focus • TOP CONCERNS/CRITICISMS • (FROM CUSTOMERS) • Company inconsistencies, frequent changes, insufficient lead-time • Cost for reports • Complexity • Lack of branding • Report interpretation is labor- and time-intensive • Lack of immediate feedback • Lack of strong support from staff • Treat consultants as if they’re competitors • Training required is expensive in terms of time, money, travel

  11. Positioning The majority of customers surveyed have very little, if any, interest in other assessment tools.

  12. Positioning Disconnects ON ONE HAND… “We rely on consultants to get business.” “Consultants are our assets and our liabilities.” ON THE OTHER HAND… “I can’t download a report, email it and let my client link directly to the site.” “I can’t export groups into anything I can manipulate. I have to enter the data into an Excel spreadsheet so I can sort.”

  13. Positioning The Winning Value Proposition: • CONSULTANTS • Value • Thoroughness, depth • Credibility of tool and vendor company • Proven accuracy • Easy to use • Business expertise • Leadership effectiveness components • Show specific applications • Can download/email reports • Prescriptives • Equal treatment of customers • Company integrity • LARGE COMPANIES • Certified training • Thoroughness • Allows for in-house expert • Can score own reports • Results-oriented • Easy to use & understand • Numerous applications • Depth • Competitive price/value • No gender/racial bias • Prescriptives • VAR’S • Not complex • Includes today’s occupations • Credibility • Accuracy • Non-judgmental • Good support/customer service • Good credentials • GENERAL PUBLIC • Business-based • Adopted by major corporations • Measurable • Proven impact on the bottom line • Modern • Gets people promoted

  14. Positioning GenAssessmentCo, three ways: Choosing a model “TIMEX MODEL” • Price point within “everyone’s” reach • Short-term purchase • Accurate, reliable • No specialized sales • Bare bones, mass market design • Wide distribution • Minimal service • Commodity “L’OREAL/CLINIQUE MODEL” • More expensive, but we’re worth it • Special—stands out from the pack • Dependable • Knowledgeable, well-trained sales force • Creates desire for long-term relationship • Excellent customer service • Stylish • Discriminating, targeted distribution “LEXUS MODEL” • Price is part of cache • Investment • For the elite • Classic design • Highly specialized sales • Limited distribution • Indulgent, relationship-based service • Premium product

  15. Survey Says

  16. Survey Says Word-of-mouth works, but that will never get you where you want to be.

  17. Survey Says 1. 86% of those who responded to the survey learn about GenAssessmentCo through word-of-mouth. Internet and advertising have virtually no impact.

  18. Survey Says When they “get it,” it’s worth it.

  19. Survey Says 2.90% somewhat to strongly agree the GenAssessmentCo Method is an excellent value for the money.

  20. Survey Says Look—even the consultants want self-interpretative reports!

  21. Survey Says 3.81% call for self-interpretative reports. “People like to be able to absorb information themselves— that’s not what GenAssessmentCo provides.” ~ Customer

  22. Survey Says It’s an open field. There are opportunities, but maybe you should play in another field.

  23. Survey Says So many reports, so little time: Simplify, Merge, Discontinue Repeat as Needed

  24. Survey Says 3. Of the ten reports listed, GenReport was the overwhelming “most useful.” The reports with less than 10% should be evaluated re: updating/revamping/ folding into another report/eliminating.

  25. GenAssessmentCo Must Do’s

  26. Just do it: re-tool the tool “Immediate feedback is the key.” “What’s missing is the immediate experience/ understanding.” ~ Customers

  27. It’s unanimous: The tool needs a makeover • Reduce total number of reports: Eliminate the superfluous. • Simplify reports and interpretation requirements. • Create 1-page report that includes GenAssessmentCo depth and insight: Basic grid, components, interests. • Update the occupational list. • Include opportunity for “immediate” feedback.

  28. Be THE Business Diagnostician: Connect the dots for your customers, so they can be successful. “GenAssessmentCo isn’t very helpful getting the most out of the product.” “It’s too complicated—it has too many pieces.” ~ Customers

  29. Provide the kind of support that will make a difference to the customers. “I would like to be able to talk to someone about how to use tools, how to do team consulting.” ~ Customers

  30. Be the Best. Pick the Best. Support Them to the Max. “They shouldn’t just certify anyone—they have to get it.” “They [GenAssessmentCo] don’t have the business savvy to know how to use the tool.” ~ Customers

  31. Get The Metrics For Your Market You don’t have the metrics your market needs “Organizations want ROI information.” “Having those kinds of numbers would answer client questions; it would be a much easier sell.” ~ Customers

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