Audience and industry research inform go-to-market strategy for a first-of-its-kind product.
Launching a new product requires a lot of decision making: Who is our target audience? What does our packaging look like? How do we bring it to market?
NanoTouch Materials had a highly-desirable product – self-cleaning surfaces. But their brand was unrecognizable. Applying audience, industry and competitor analysis, we advised them on market-entry strategy.
The effectiveness of their product was indisputable, but our research showed that their messaging was too complex for the everyday consumer. We recommended NanoTouch first enter the B2B market – allowing trusted distributors to demonstrate how and how well their product works. By guiding NanoTouch to a more receptive market, the start-up has been able to increase both recognition and revenue.