Introduction

Gomocha, a field service system platform provider, aimed to expand its presence in the electric utilities, environmental services, and modular construction markets. This case outlines the strategic initiatives PORAZIET started with them to define and pilot a go-to-market strategy, resulting in accelerated market growth and an increase in platform licenses sold.

Voice of Customer Study

The first step was conducting a voice of customer (VoC) study to understand the relevant service concepts and operational and business models in use. This involved:

• Interviews and Surveys: Engaging with key stakeholders from each market segment to gather insights on their needs, pain points, and expectations.
• Data Analysis: Analyzing the feedback to identify common themes and unique requirements for each market.
• Service Concepts: Understanding the specific service concepts valued by customers, such as predictive maintenance, real-time monitoring, and compliance reporting.

Customer Segmentation and Business Potential Calculation

Next, we segmented the customer base and calculated the business potential for Gomocha’s platform in each segment. This included:

• Market Segmentation: Dividing the market into distinct segments based on factors such as company size, geographic location, and service needs.
• Business Potential: Estimating the potential revenue from each segment by analyzing market size, growth rates, and the willingness to adopt process digitalization.
• Prioritization: Identifying high-potential segments to focus on for the go-to-market strategy.

Competitive Positioning

To position Gomocha competitively within the peer groups of the three markets, we conducted a thorough analysis:

• Competitor Analysis: Evaluating the strengths and weaknesses of key competitors in each market.
• Differentiation: Identifying Gomocha’s unique selling points, such as advanced analytics, user-friendly interface, and customizable solutions.
• Positioning Statement: Crafting a clear and compelling positioning statement that highlighted Gomocha’s advantages over competitors.

Customized Value Propositions

We then drafted customized templates of value propositions with service package value drivers built into market-specific software functionality templates. This involved:

• Value Drivers: Identifying key value drivers for each market, such as cost savings, efficiency improvements, and regulatory compliance.
• Customization: Tailoring the value propositions to address the specific needs and pain points of each market segment.
• Templates: Creating templates that could be easily adapted for different customers, ensuring consistency and relevance.

Roadmap Planning and Communication Campaign

A detailed roadmap and communication campaign were developed to support the go-to-market strategy. This involved:

• Roadmap: Outlining the key milestones and timelines for the go-to-market activities, including product development, marketing, and sales efforts.
• Communication Campaign: Designing a multi-channel communication campaign to raise awareness and generate interest in Gomocha’s platform. This included digital marketing, webinars, industry events, and direct outreach.
• Stakeholder Engagement: Ensuring all internal and external stakeholders were aligned and informed about the go-to-market strategy.

Results

The comprehensive go-to-market strategy resulted in direct market growth acceleration in all three markets:

• Increased Platform Licenses: The number of platform licenses sold increased significantly, driven by the targeted approach and compelling value propositions.
• Market Penetration: Gomocha successfully penetrated the electric utilities, environmental services, and modular construction markets, establishing a strong presence and reputation.
• Customer Satisfaction: The tailored solutions and responsive service led to high customer satisfaction and loyalty.

Conclusion

This reference case demonstrates how a well-defined and executed go-to-market strategy can drive significant growth for a field service system platform provider like Gomocha. By focusing on customer insights, competitive positioning, customized value propositions, and effective communication, Gomocha achieved accelerated market growth and expanded its customer base across multiple markets.