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Solving problems for CEOs and Entrepreneurs

Running a business or setting up a new venture? The research and information needs of heads of businesses are different from run-of-the-mill research activities. You'd need to keep a strategic view of markets and market size, sales and share, data for business planning, price and revenue forecasts and sales rates and satisfaction.

 

Problem: What's the market opportunity?

Solution: Our research and market intelligence provides estimates of the market size and market structures and an assessment of the competitive position from the customers in the market. How many potential customers are there? What are their must-have points of value? What are they willing to pay? How do you reach them? We provide the lie-of-the-land for the business plan, onto which the development and operations team can build costs and timescales and delivery plans.

 

Problem: How do we strengthen our competitive position?

Solution: Understanding competitors needs to be done through the eyes of customers. What do they value? Why would they choose a competitor over your business? Are your products delivering to your customers' needs? Finding defensable positions - where competitors can't simply compete on price is the objective that will strengthen the business.

 

Problem: Are we maximizing our potential return?

Solution: Businesses go through different phases as they grow. To start they sacrifice income to win customers. As the business matures, it can feel like 'money is left on the table'. What is the scope to improve margins? Where are the optimum price points for the business? Are you delivering all the value the customer will pay for? Are you serving the customer efficiently. Identifying price elasticities and value pots comes from researching and understanding what customers are wanting to pay for, and how much they are willing to pay.

 

What should you be measuring?

Our CEO checklist helps you focus on the key measurements that keep the business on track.

  • Market definition and core segments
  • Market size (number of customers, market sales volume, market sales value)
  • Market performance (market share by volume, market share by customers (market penetration), competitor share and volume)
  • Pricing (Optimal price points, price elasticity/sensitivity, margins and estimated competitor margins)
  • Channel (channel penetration, volume by channel, channel players trends)
  • Customer metrics (number of customers, purchase frequency, purchase volume, cost to reach, responsiveness to communications, number of prospects)
  • Product values (key sales drivers per segment, brand strength)
  • Competitors and trends (who and how, what trends are moving developments)
  • Satisfaction (Rebuy rate, NPS, hitting service targets)

Our interactive research and intelligence checklist is designed for busy executives who want to ensure the business is collecting and measuring the right market metrics for the business.

For access to our interactive CEO checklist, contact us at info@dobney.com


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