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Develop New Product Feature-Functionality Set

Software Manufacturer

What we did
• Reviewed current client product offerings with client line managers
• Conducted secondary research into competitive product feature-functionality set
• Interviewed industry experts
• Interviewed customers who used the software

What we discovered
• Use of product category is segmented by customer size
• The value proposition varies by industry segment
• Several companies beyond the basic competitive set marketed a similar product
• A major competitor’s feature-functionality set had the ability to impact sales of other products of the client

Strategy
• Build competitive product landscape

Tactics
• Built landscape of 14 proprietary competitive features
• Compared the usefulness and usability of competitive products to current offering
• Created a mock-up of key competitor’s product offerings
• Profiled development capability of key competitor
• Performed SWOT analysis of client product offering
• Made recommendations as to product build-out, integration with other client products, and product rebranding

Results
• Product has been reconfigured to gain marketplace competitiveness

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