The client is an MVNO (Mobile Virtual Network Operator) committed to providing superior services to the exclusive group of discerning VIP customers who demand the best. Their multi-tier cellular network is based on a proprietary technology developed by us that was awarded many patents in the U.S., Canada, and Europe. The company’s main focus was on secure communications and ways to enable the same. Serving the VIP customers meant proving the best in class services along with a premium exclusive suiting the nature of the demands of the Target Group.

(A) The client wanted to develop a business growth strategy for market expansion for their current offerings. It involved analyzing, both internal factors complimenting growth and external ones needed to realize optimum benefits. 

Since the client’s primary market was the east coast and they had strategic partnerships and brand equity in that location, it had to be factored in while deciding the newer markets.
Given the nature of customers – HNIs (High Net Worth Individuals), the targeting had to be extremely directed and personalized. This meant customer segmentation had to be precise enough to have a lasting impact. It also required strong data backing to derive the nuanced insights along with a prioritization manual for future focus areas.

From the very beginning, the issue of data inadequacy was realized and effective suggestions were incorporated to carve out a data driven success formula. Reports from acclaimed data analytics banks like Frost & Sullivan in addition to personalized customer surveys were used to overcome the issue of data quality. 

Along with core market numbers, the client also needed a future road-map for sustainable yet profitable growth for the coming years. It involved but not limited to internal competency assessments, capability maturity, operational excellence and more. 

The market sizing tool was an absolute no brainer; factoring the external macro indicators effecting the pool of customers. This allowed us to arrive at precise short- and long-term growth estimates. To make any strategic decision, a market prioritization matrix was developed in line with the different market(s) sizes and their unique value to the company.

Several intangibles like the client partnerships, customer needs, and more were also factored in while making the final suggestions. It was made possible to incorporate such variables due to the expert mapping of existing capabilities to the market demand indicators.