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Disrupting the Market

A small health & wellness firm sought to disrupt their market. They needed the right intelligence and go-to-market messaging to enable their solution to be viewed alongside larger, more established competitors.

Entering the market with a disruptive competitive strategy

A new player in the health & wellness space sought to disrupt the market for their services. They needed the right competitive intelligence and go-to-market messaging to enable their solution to be viewed alongside larger, more established competitors and capture market share with an innovative, unexpected strategy.

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The client needed to a way to stand out in an industry lacking differentiation. 

Understanding the challenge

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Cipher planned and executed a comprehensive market research study to assess the competitive landscape and recommend a competitive strategy. 

Examine our Approach

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The client saw immediate results when they entered the market with their disruptive competitive strategy. 

View the Results

Understanding the Challenge

The client needed a way to stand out in an industry lacking differentiation

The client came to Cipher relatively unknown in a highly undifferentiated space. Their goal was to disrupt the industry by offering a comprehensive product mix paired with an aggressive pricing strategy which would surprise the industry. Cipher took their goal on as our own, and we worked diligently enabling our client to win in the marketplace.

Our Approach

Cipher planned and executed a comprehensive market research study to assess the competitive landscape and recommend a competitive strategy

Cipher deployed a comprehensive, fact-based approach based on years of experience to map out a process to position the client to disrupt their market.  Planning and executing the appropriate level of pre-launch research was essential to the success of this effort.  Some actions Cipher undertook for this client were:

  1. Define what “disruptive” means: This may sound obvious, but when a company is in an undifferentiated space much of what may be offered will be at par with others. It was critical in this case to identify the elements necessary for differentiation in this market.  Some key considerations we explored included:
    1. how the offering is packaged or priced
    2. the addition of new features
    3. the way the service is delivered
    4. advances in technology
    5. new channels for distribution
  2. Perform a wide-ranging scan of the competitive environment: Before moving ahead with a new, costly, or critical initiative it was imperative that a comprehensive assessment of the existing environment be initiated, to identify and assess start-ups, overseas entities, competitor pipelines, and emerging technologies.  A mistake we see often in a failed market entry strategy is a company focusing solely on their direct competitors and missing others who are on the periphery. 

    For this assessment, we leveraged our Knowledge360® competitive intelligence software which allowed us to capture and track direct, emerging, and potential competitors in a single, centralized location. 
  3. Evaluate competitors’ offerings: It was important to “dig in” and evaluate each of the individual solutions offered by competitors already in the market to quantify their depth and breadth. Following this evaluation, the team executed a detailed competitor comparison to highlight the core differentiators for our client and recommend a disruptive strategy for entering the market. 

Taking these steps early in the process ensured that our client had a clear view of the challenges and opportunities ahead.

The Results

the client Saw immediate results when they entered the market with their disruptive competitive strategy

Within 6 months, the client received 100+ inquiries into their product and were featured on a major U.S. news network for their disruptive pricing strategy. The client landed a contract with a large health system and is successfully growing their share of the health & wellness market. 

Given their initial success, the client is now looking ahead to develop a 2.0 version of their health & wellness platform that will keep them at the forefront of the industry. 

Grow Your Business With Competitive Intelligence Software

Companies in high-stakes industries have been using competitive intelligence for decades to find and maintain a competitive edge. The CI industry's best tool, Knowledge360®, makes it easy to aggregate and visualize competitive information to share with your Sales, Marketing, and Executive teams so that you can always stay one step ahead of your competition.

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