MARKET INTELLIGENCE
EvettField Partners work collaboratively with business owners and leaders of mid-sized manufacturing businesses to answer the following ‘mission critical’ business growth question:
“What do you do differently or better than your competitors, that your customers care so deeply about, they are prepared to pay a premium?”
The answer to the question, is uncovered through diagnostic market intelligence gathering process, including:
STRATEGY SPRINT
The Strategy Sprint is a diagnostic tool designed to extract key business information, including competitive market, products and services, key messages, markets served, segmentation, value proposition, etc.
The ~3-hour workshop is conducted by senior EvettField associates, with the owners and leaders of the business, including sales, marketing and product teams. Where practical, the workshop is conducted on client premises to understand how you operate, and your working environment.
In advance of the workshop, we request a ‘download’ of various materials including sales and marketing collateral and plans, previous research, strategic plans etc. In addition, we will conduct independent desktop research to familiarise themselves with your competitors, industry, market position etc.
Investment: $4,950 + GST
Deliverable: ‘Plan-On-A-Page’ summary of market position, competitive superpowers and kryptonite, Invisible Buying Committee™ and ‘gap analysis’ including recommended additional research and summary go-to-market plan.
Travel and accommodation are invoiced separately at cost (if required).
MARKET ASSESSMENT, COMPETITIVE ANALYSIS AND CUSTOMER RESEARCH
Our well-developed research methodology examines the evidence, and builds the fact-base to provide detailed information and clear insights on:
MARKET ANALYSIS:
Review market drivers and dynamics, growth rates, and market share. The market analysis is a combination of hard evidence and reliable data gathered from industry, government, and third-party sources. This is then augmented with ‘sunk knowledge’ from inside the business, sector experience and subject matter expertise, supported by sensible assumptions. The market analysis is continually ‘pressure-tested’ throughout the project as additional insights are gained from the Competitive Analysis and Customer Research.
Investment: ~$13,950 + GST
Deliverable: Customised summary industry report focussed on your business, market and product specialisation, customer profile, and competitive landscape.
COMPETITIVE ANALYSIS:
Research competitors’ market position, superpowers and kryptonite. What are your competitor’s strongholds that may be costly or difficult to topple, and what is the weak underbelly where you can carve out market share by playing to your strengths.
Investment: ~$11,950 + GST
Deliverable: Documented competitive analysis focussed on your three main competitors, revealing their market position, and strengths and weaknesses that can be exploited to gain market share.
CUSTOMER RESEARCH AND BUYER BEHAVIOUR:
Who are your customers, and how are they segmented? Who is in the Invisible Buying Committee™ that can either influence or make the buying decision? What are their buying processes, expectations and needs?
Customer Research is typically delivered as long form, qualitative interviews with 12x nominated representatives of the Invisible Buying Committee™. The interviews are conducted confidentially, where responses are aggregated up into a general report. Interview subjects are informed that the interview is ‘their interview’. As such, they are encouraged to talk about the issues and opportunities from their perspective. The questions are open-ended and designed to inspire open communication. Typically interviews will take an hour, however the longest interview on record was 3+ hours.
We continue to conduct interviews with as many respondents as necessary to reach ‘information saturation’ when it is apparent that no new information is presenting in the interviews.
Investment: ~$13,950 + GST
Deliverable: Documented customer research and buying behaviour of your Ideal Customer Profile, segmented using the Invisible Buying Committee™ model.