How We Helped A Client Differentiate Its Product
Aragon’s clients range from technology providers to end-user businesses across all industries. Today, in our Client Success Stories series, let’s take a look at how a technology provider re-positioned their company around a new market (created by Aragon), and ultimately increased revenue by 16x.
Differentiating your product is key to attracting customers, but it may not be as easy as it sounds. One of Aragon’s clients came to us struggling to differentiate its product offering in a ten-year-old market that was viewed as a commodity.
Without the right differentiation strategy, the company lacked a competitive advantage and was failing to scale, partly due to commodity pricing.
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How Aragon Helped
When the client came to us, our analysts’ saw the client’s product as visionary: something that went beyond the current qualifications of the market and would even impact the future of the market. However, the client was failing to get the recognition—and revenue—that this should have warranted due to the limitations of the market their product was positioned in. Because of these observations, Aragon analysts created a definition for a new market category that was differentiated due to the convergence and evolution of existing technology. The client’s product offering would no longer be hidden under similarly marketed offerings and could stand out from the competition. The new market category would also have a defined, addressable market to target.
Aragon worked with the clients for a few months to define this category and publish a category definition research report. This new market became part of Aragon’s coverage, and over the next two years, momentum for it exploded. As the competitors in this new market grew, Aragon then published an Aragon Research Globe that compared major providers in the market.
With Aragon’s guidance, the client was able to reposition their company around the new category and scale dramatically. They won a large amount of new business, increasing their revenue by 16x. They also secured significant funding from investors at the category conception. The client's growth led to an IPO four years later.
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