Client showcase

Our clients share two key particularities: the drive to turn themselves into market leaders, and the openness that makes it possible.

We describe a few of our recent projects below:

• North-American provider of cutting-edge water pipe maintenance solutions
• Established U.S. renewable energy technology developer
• Canadian content management solution start-up, turned local search solution company
• Other relevant projects in past professional experience

North-American provider of cutting-edge water pipe maintenance solutions

We completed a full market program design and deployment project for this early-stage company of $1-2M in revenue, generated both in North America and overseas. The venture had grown at over 50% a year for the past 5 years, without a sales & marketing department, and the organization was reaching its limits. Over the course of 3 months, Growthroute, in partnership with another consultant, helped transform them from a largely R&D-driven shop to a sales-focused company worthy of the attention of angels and venture capitalists, who offered a number of attractive term sheets.

How did we do it? We started with some practical market research, using advanced revenue analysis, interviews with client, partners and unsuccessful prospects, secondary research to complete segmentation and market prioritization models, personas and even a scored list of prospects. We then developed a value curve, branding and messaging guidelines, and some marketing materials.

In parallel, we analyzed the sales process, detailed specifications for a CRM system, and managed a selected provider to set that system up and train the staff on it. We also developed propositions of organizational structures for a sales and marketing department, and wrote job descriptions for each new role. For venture fundraising purposes, we presented to the board, helped develop a compelling investor's deck and provided due diligence elements to venture capitalists. We created specifications for a website redesign, and then detailed the different component of a thought leadership and word-of-mouth campaign, which we are now implementing.

Established U.S. renewable energy technology developer

This provider of innovative clean energy solutions, making about $3M a year with its existing solution, came to us after reading our article on corporate strategies in solar in Renewable Energy World magazine. It had developed a cross-over technology that could drastically increase the ROI of solar photovoltaic systems, and needed to develop the business case to attract partners.

Leveraging our experience in financial modeling for new technologies, we developed a dynamic model (even though we had only promised static scenarios) showing the net present values of a photovoltaic system with and without this technology. This demonstrated the high ROI of this solution under a certain range of conditions, which further guided product development. We are continuing to assist this company, and have completed a "Capture Beachhead" workshop with them that allowed them to select a target market. We are now developing their positioning and the whole product before launching the "invasion".

Canadian content management provider turned local search expert

This 2-person internet-based start-up helped clients manage large numbers of websites easily, from a unique central interface. Its commercial track record was poor when we met them, and so we focused on growing the business through a low-cost buzz campaign. We suggested the product might be more attractive to potential clients if presented as a tool to increase web presence, for local searches in particular (e.g. "accountants in New York").

Focusing on the banking vertical, we developed a solid business case showing that Canadian banks alone were leaving up to $300M a year on the table by not capturing local searches. Issuing a targeted press release, we obtained meetings with 4 of the Bay Street banks and 2 credit unions for our client. We also found content partners for our client, who unfortunately announced it was putting its operations on hold a few months into the project due to unforeseen cash constraints.

Other relevant projects in past professional experience

Go-to-market "blue ocean" strategy for a semantic web start-up. We developed the full go-to-market strategy for a leading-edge start-up in the semantic web and knowledge management space, which supported their second successful round of funding.

Growth strategy and corporate reorganization for a large Canadian bank and an electronic retail chain in the UK. We led the reorganization of 8 departments at both clients; conducted advanced data mining and qualitative analysis to develop working segmentation models for a wealth management offering; and created the process to prioritize over $500M in bank IT spending annually.

Launch of a solar energy portal and financial assessment of a concentrated solar technology. We designed an integrated portal providing a range of information, e.g. industry analysis and stock quotes, to ventures in the solar industry. We assessed the viability of a new concentrated solar device for a VC-funded venture, and examined possible financial solutions, e.g. PPA contracts, to help market it.