* Startup software firm with a few customers wants to expand
* Keystroke/mouseclick capture software has several applications;
Help Desk market is the primary target
Goals:
* Determine strategy, positioning and messages for major roll-out into Help Desk market
SpringSmart role:
* Research Help Desk market economics, issues, segments
* Document product capabilities and features
* Interview customers, prospects, and IT professionals
* Identify competitive alternatives and dynamics
* Develop differentiated positioning & compelling messages
Results:
* Determined Help Desk was not a good market for product
* Recommended better alternative markets for the product
* Provided best shot positioning platform for Help Desk
