The Tech Startup
How we empowered a tech-focused team to clarify their true customer
This company was a tech-focused team who needed help getting their product ready for market. We came in to help establish a customer base, put a marketing team in place and drill down into who their customer really is.
This startup provides a micropayment service for nonprofits, online sellers and in-person transactions. They allow merchants to only process payments when they’ve compiled enough of them to make the process fees worthwhile. Before working with Kayson, they had a great idea for using micro payments to help people but no idea who needed the tool most or how to reach that customer.
They’re not marketing guys, so the business owners needed a partner to help them define their product, set strategy for how to talk about it and get it in the hands of users. We stepped in to determine their customer base, pull together a marketing team and do some research into how to talk about the product in a way that hits home for potential users.
Kayson took the lead on learning everything this company needed to know, from product evaluations to market research. We provided product guidance that allowed them to segment their best market opportunities with digital content creators, online merchants and nonprofits. We put a marketing team in place that was ready to bring the product to market, reach their target customer and create a sophisticated message that cut right to what the target market cares about most.
Kayson’s feasibility study ended up saving the client over $100,000 because of what we learned: Before working with Kayson, this business had an idea of who their target market should be and roughly the implementation time it would take to work with that segment. Kayson’s feasibility study revealed that wasn’t actually the case. They were going after the wrong market. Kayson was able to correct the misconception, isolate the issue and match our client’s product with a stronger target market.
After reclassifying the offering and getting their marketing up and running with Kayson, the product launched and is gaining users at an impressive clip. We’ve stayed onboard and are now providing ongoing support by managing the organization’s customer connections program, building loyalty, monitoring the market and taking the lead on creating lasting connections with customers.
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The Education Services Company
HOW WE POWERED A SYSTEM UPGRADE THAT SAVED THE CLIENT MILLIONS
This company was at a tipping point: They had to choose between spending the money to maintain their current system or taking the jump and investing in a new one. They needed an outside expert to evaluate the issues and create a recommendation – without a lot of hand-holding from the internal team.
The business provided education services to adult and professional students. They needed a program plan that kept up with the technology instructors and students need to get the most out of instruction, research and class discussion. The program they had in place just wasn’t cutting it.
The executive team didn’t have time to solve this problem. They asked us to perform a feasibility study on implementing a new system. We managed the process of vetting all the options and creating a recommendation.
The feasibility study showed that the best move the company could make was to invest in a new system. We created a program plan we could put into motion right away. Because we had our hands in every part of the project, we were able to accelerate the project without taking up the client’s time. We gathered input from each executive, compiled a list of their opinions, and created a strategic plan that every team could execute.
As a result of our go-forward plan, the client saved over $1,000,000 on maintenance and project costs for the old system. Kayson handled the research, evaluation, execution and implementation which saved the client tens of thousands of dollars they would have spent coordinating separate consultants. Our efficiency saved the client time they definitely didn’t have, gave them a new program structure, a new system, and a strategic plan for every team.