Success Story

PROBLEM: A software firm wanted to expand their appeal from individuals to small businesses as a way to grow revenue. Further, they wanted to target segments of the small business market, but didn’t know which segments were best to target or which features to integrate into the product to appeal to this new market.

SOLUTION: We conducted a two-phased project where we managed a large internet survey of over 2,000 small business owners. In the second phase, we conducted 25 interviews with representatives of the two segments that emerged as most promising from the survey.

RESULT: Our client was able to target two segments of the small business community that showed the highest interest in their software. As a result, they were able to make minor changes to their product that provided the most important features to each segment and conduct two parallel marketing campaigns, targeted to each segment. Within six months after launching their small business offering, they had over $1.2 M in incremental revenue.