Repositioning in a Shifting Landscape

An international content capture and distribution company recognizes broadening opportunities beyond traditional document publishing. 

Significant trends in information and customer relationship management are 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.

Senior level alignment is needed, and previous attempts to develop a consistent company message and agree on promising business line extensions had fallen short.  The CEO and Board of Directors turned to the objectivity and expertise of outside support, choosing 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.

  • Defined the landscape of traditional and non-traditional content management participants and used landscape to frame new business opportunities
  • Identified, defined, and prioritized 15 potential opportunities
  • Developed the company’s message: three paragraph description, mission statement, and tagline articulating the company’s market position
  • Aligned a nine member management team and presented results to Board of Directors, gaining approval for implementation


The management team and Board of Directors are in agreement on the company’s current market space and vision.  Key decisions have been 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 opportunities.  The Marketing team is preparing to roll out the message at a key industry conference, as well as incorporate in press releases and annual reporting.  A framework is in place to continually monitor the landscape and define opportunities.  The Board and CEO are looking forward to taking the message to the investment community, and internal reception is very positive.  (Note:  The company value tripled by the time it was acquired in a competitive bidding process 7 years later).