We help organisations resolve their strategic challenges (where to play and how to win) to enable connected business, marketing and sales strategies for their brands, products or services.
We do that by bringing expertise, real-world experience, and a collaborative approach
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We dig deep to find out what is working, what isn’t, and where your space in the market is. This work is designed to support the overall business strategy, focus the way you compete, and capitalise on how customers really behave.
Whilst each project is different this tends to include:
Mapping the competitive landscape
Working out priority segments
Listening to stakeholders & partners
Speaking to customers
Aligning the business and marketing strategy
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The FYD team will help you develop a unique and compelling positioning and narrative, whether that is at the organisational, product or service level.
The central part of this process is a workshop attended by key stakeholders taking the 5 steps to a winning positioning.
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Building the positioning narrative into an operationally organising blueprint for stakeholders and suppliers.
Outputs:
Level 1 - Strategy
Clear & differentiated positioning, value proposition and associated messaging.
Alignment across the business
Clear and easy to use blue print documentation.
Level 2 - Assets
Developing bespoke assets commissioned by the team to express the positioning in market.
Messaging
Copywriting
Creative brief
Web Content
NB the specific outputs vary project to project depending on client requirements so are scoped as required.
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Five common triggers to review your positioning:
New leaders wanting to kickstart their tenure with a focus and narrative that ignites the organisation
When sales stall. You find your customers are starting to chose your competitors over you
For smaller players looking to find space around bigger competitors
When executive, sales and marketing aren’t aligned on the core proposition
When the market shifts around you, and you need to redefine your space.
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Positioning succeeds when it is embraced and fit for purpose across leadership, product, sales and marketing teams.
Therefore senior representation in the projects from key departments is important to ensure the work is collaborative, and each stakeholder is heard and understood.
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Yes.
Talking to customers and other stakeholders such as franchises, and distribution partners is one of the most important parts of the process.
Don’t worry we listen to customers for a living, and do so carefully and respectfully. In our experience they are impressed they were asked to participate, and so it has a positive effect on the business.
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There are always ways around this.
For example we undertook some sensitive work in the commodities space where senior customers were unwilling to admit they had issues. So instead we had the idea of speaking to retired CEOs and CFOs from some of Australia’s biggest energy and mining companies. Now they were out of the hot seat they were happy to chat about the reasons no one was buying our clients solution. Their insights into board level decision making led to a fundamental change in positioning for the organisation we were working with, and sales followed.
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It is always variable based on the organisation's scale and the stakeholders' availability that need to be involved. 4-6 weeks is typical.
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Yes. We can provide an end to end solution depending on the requirements.
With changing nature of the options available our model is designed to keep costs down and scale up depending on the specific need, rather than the strategy being a precursor to selling other services.