Defined Global Product and Multinational Market Interest

The Problem

The term “global” is easy to use in conversation, but there are significant financial and credibility risks if market needs and expectations are ill-defined and geographic delivery is not targeted appropriately.

• The company had a strong, positive reputation, and it was critical that this new product contribute to its status in the marketplace

The Solution

Carolyn Picciotti formed and led the cross-functional team to:

• Create a preliminary product definition and potential geographic locations for delivery

• Initiate a two-stage market research effort:

• First segment narrowed broad market needs, identified countries with interest, and provided a snapshot of the competitive landscape

• Second research segment drilled-down into greater detail about product scope, pricing, delivery technology, and the specific competitive environment in a handful of targeted countries

• Forecast potential financial results with high-, medium- and low-risk assumptions for senior management decision-making

The Result

• Market research and financial projections allowed senior management to make informed decisions about the new global product line prior to the upcoming budget cycle

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