Disruptive New Entrant

Priiva was contracted by a large information services provider being impacted by even larger disruptive new entrants who were providing similar services with free or freemium business models subsidized by advertising and retail services. The incoming bias of the client team was to expand their traditional offering to their same stronghold of customers using the same sales team.

The Priiva team analyzed the competitive and cooperative reaction of the client’s expanded offering and concluded that the expansion was highly divisive and would actually accelerate the erosion of their traditional services. The client was advised to change their positioning of the adjacent offering to be less inflammatory and more “open”. The client was also advised to launch a major sales team upgrade and enablement initiative that would better prepare the client for the competitive sales scenarios that were still to be encountered.

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