Positioning a Document Automation Company

Business Services
•	Positioning a Content Management Company
•	Expanding and Formalizing Internal Processes for a Growing Software Provider
•	Installing Project and Resource Management for an Identity Authentication Provider
•	Managing Customer and Market Information for a World-Wide Leader in Manufacturing
•	Developing Actionable Insights from Disparate, Abundant Data
Communications
Financial Services

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Positioning a Content Management Company
A leading, U.S.-based, international company recognizes the broadening opportunities beyond traditional document publishing. The emergence of information management, importance of customer relationship management (CRM), and evolution of the application service provider (ASP) market is shifting the competitive landscape and focus of the investment community. Aggressive growth targets and the need for continued differentiation in the marketplace add to the challenge.

Previous attempts to develop a strong, consistent company message and agree on promising eBusiness opportunities had fallen short. Given numerous acquisitions, focus and alignment at the senior level was lacking. The CEO and Board of Directors turned to the objectivity and expertise of outside advice, and the executive team chose SimpatiCo based on a proven track record of delivering results.

SimpatiCo's Role

We worked with the executive team to develop a story/message and define and prioritize opportunities. Results were to be shared with the Board of Directors and all corporate officers and managers at already scheduled meetings less than two months away. SimpatiCo delivered the following:

Landscape definition, including traditional and non-traditional players
Framework for depicting evolving landscape and illustrating new business opportunities
Identification, definition, and prioritization of 15 potential eBusiness opportunities
Development of the message: three paragraph description, mission statement, and tagline articulating the company's market position
Alignment of nine-member management team regarding message and opportunities—solicited input and feedback individually and facilitated two consensus-building sessions
Presentation of progress to the sales team, and presentation of results to the Board of Directors
Detailed action plan with critical next steps: roll out of the story/message internally, to the investment community, and to clients, develop and pilot select opportunities, and create information solutions that deliver customer value

Results

At the end of seven weeks, the management team and Board of Directors are in agreement on the company's current market space and vision. Key decisions were made regarding industry and functional areas of focus, as well as product vs. solution orientation. Responsibilities have been assigned to execute the action plan, including rapid implementation of top priority, eBusiness opportunities. The marketing team is preparing to roll out the message at a key industry conference occurring within two months. A framework is in place to continually monitor the landscape and define opportunities. The Board and CEO are excited to take the message to the investment community, and internal reception to the message is very positive.