Go To Market strategy in the education sector for a leading international creative software company
"The key success factor of this project was to define a realistic and viable strategy, and ensure maximum acceptance by the client's top management and its local team."
Challenge
The education sector is undergoing major changes in the 21st century. On the one hand, it should prepare students for future market needs and new jobs that will be in demand, placing more emphasis on teaching new booming skills such as collaboration, creativity, critical thinking and digital literacy. On the other, it must adapt to new digital trends and rely on innovative pedagogies and educational tools to better interact with students through different formats, preparing them for an increasingly digital and ever-changing world.
In this context, a leading international creative software company, given the opportunity to strengthen its positioning in the education sector, requested support to define its Go To Market strategy for 3 countries in Western Europe, Nordic countries, and Russia.
In this context, a leading international creative software company, given the opportunity to strengthen its positioning in the education sector, requested support to define its Go To Market strategy for 3 countries in Western Europe, Nordic countries, and Russia.
Solution
Our collaboration focused on studying the business potential for the client in each of the selected countries:
One of the main challenges posed by the project was to quickly obtain accurate information on the decisión-making and purchasing process in different countries and educational segments. To overcome this, we conducted a scouting of public reports that were complemented by interviews with local client partners and staff from renowned educational institutions.
- We assessed the market potential for the main education segments and identified the main barriers to the use of software in education.
- We segmented the market according to potential interest in the software and level of accessibility, and estimated the target market and potential ambition based on the coverage and penetration of similar countries.
- We defined the best channel strategies to enter the market, considering the institutions' purchasing process, local usage and legal requirements, and their resource constraints.
- With this information, we evaluated how the product would fit in the market and adapted its value proposition for the different educational segments based on market potential and customer ambition.
One of the main challenges posed by the project was to quickly obtain accurate information on the decisión-making and purchasing process in different countries and educational segments. To overcome this, we conducted a scouting of public reports that were complemented by interviews with local client partners and staff from renowned educational institutions.
Benefits to the Organization
The work carried out allowed the client to have a clear commercial strategy to tap in new high potential customers and increase customer penetration of existing customers.