Positioning is a key part of Blue Ocean Strategy where in we make the competition irrelevant. How do we go about achieving it?
PROBLEM / OPPORTUNITY STATEMENT
Vast majority of our customers come from similar industries and often have same markets to compete in, the problem is how do you compete without having to compete?
Regardless of the positioning, it needs to be assumed that similar service pricing and capability exists within similar players in the market. Stating "we are better" is really not the answer.
Untested markets and growth paths often is scary, but when backed with experience that has not been properly analyzed from within the organization, the venture risk becomes tolerable.
Time and time, without fail the one method that had helped us distinguish the apples among themselves is in the application of domain expertise, as in, business process specific solution that a company is really good at.
APPROACH TO SOLUTION
We look at the history of performance, use data driven metrics to bring out the best expertise available within the clients service skills and assets, focus on the consistent capabilities to carve a niche out for them in the market.
KEY SOLUTION METRICS
It is easier to focus on a few set of keywords, against focusing on a large or generic service value proposition. Thus developing a service vertical focus with well defined unique value proposition helps position a company better.
Businesses run the risk of over specialization and thus risk becoming obsolete within a short business cycle of 2 years, specially when they are riding a emerging technology wave.
Process of position starts with definition of the service, identifying the service value, managing the service transition into deliverable and completing one full cycle of business, from getting an opportunity to finishing the delivery and getting full payment.
With right messaging and positioning of a company, the traction gain through direct customer engagement helps companies grow in several multiples.
When positioned with a unique business model, the uptick sales is often rapid and drives expansion.
KEY BENEFITS OF SOLUTION
Quick sales cycle, consistent delivery paths and ease of customer engagement are some of the key benefits of right positioning and in cases of long sales gestation, the win usually is from lack of competition in the product, services offered to market.