Challenge

Anderson Strategy Group was tasked with delivering a go-to-market strategy for an innovative new technology for a large chemicals company.

Approach

We began by analyzing two separate industries through extensive primary and secondary research to assess overall market size, competitive dynamics, technological trends, customer behaviors, and regulatory environments. This allowed us to understand which industries were best suited to deliver strong and sustained revenues through commercialization of the client’s new technology.

We then estimated the value creation and capture for both industries by analyzing value chains, sales cycles, product margins, and product fit, delivering to the client a target market and proposed product to bring to market for the most value-capture.

Finally, the team developed a go-to-market approach by exploring market entry options (e.g., sub-supplier, joint venture, acquisition, licensing) across the product-adoption chain and delivered TAM estimates, potential customer lists, suggested product features and pricing benchmarks, manufacturing considerations (outsourcing vs inhouse), and an implementation roadmap and timeline.

Impact and Results

A sizeable market opportunity for the new technology was identified, allowing for diversification of the client’s product portfolio. The final recommendation allowed the client to capture ~$230M of value over 5 years through a phased market entry approach.