A technology start-up struggled with the positioning and launch of its newly developed on-line product. Customer acquisition was clearly the immediate goal in an increasingly crowded space where product differentiation is critical.

Conduct a MarketView AssessmentSM with company management to isolate the vision for the organization and develop an effective positioning and growth strategy for the product. Conduct a TouchPoint AuditSM on the primary means to market, the company web site, in support of a recommended sales strategy and process.

The MarketView AssessmentSM resulted in a clarified, customer-oriented positioning and a marketing strategy to drive immediate growth for the product in development. Changes to the web site to support the implementation were identified in the TouchPoint AuditSM.