Project Description

Mobile Market Growth

HOW HCSS USED DATA TO IDENTIFY AN EXPLOIT A MARKET OPPORTUNITY FOR THEIR NEW MOBILE PRODUCT

Overview

Heavy Civil Specialty Software (HCSS), a Sugarland Texas company, launched a mobile application for heavy construction and after a year in the market with sales performing below leadership expectations.

HCSS wanted to identify what the market opportunity was for the new product and what areas inside their current go-to-market strategy could be improved to increase sales.

The Strategy

Develop a go-to-market strategy to drive annual sales growth over 300% though improved messaging and simplified interaction. Following an market analysis and product tear down the product was re-introduced with a simplified message and detached from other platform software to increase accessibility and interest from prospect not using the HCSS platform.

  • Market Analysis

  • Product Marketing

  • Marketing Strategy

  • Systems Review and Optimization

Go-To-Market Strategy
Messaging and Positioning
Competitive Analysis
Systems Review and augmentation

Results

Developed a go-to-market strategy to compliment improved messaging and positioning of the product. This new strategy eliminated online friction to request information, enhanced the packaging for increased value, and drove an increase in leads in the first 90 days of implementation.

  • Reduced steps for demo from 18 to 5

  • Improved messaging structure for market clarity

  • Eliminated over $80K in wasted PPC spend

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