Industry / Focus Industry
Smart Industries
IT Services
Line Function / Role
Project Management
Consultant
Mandate Duration
(in days)
100
Revenue
(in million €)
360
Employees
2,700
Task:
Mandate for Transformation of an existing business model in the area of serialization from the highly regulated pharmaceutical industry to Consumer Products in the luxury segment in an international market environment.
Initial Situation:
- Serialization solution strongly focused on pharma (driven by regulation)
- No finished product for consumer markets
- Lack of pricing logic and offering structure for new applications
- Sales strongly product-driven, too little customer-centric
- Low market presence in new target segments
- High internal dependency on product management
Goal:
- Transfer of the existing business model into new markets (Beauty / Luxury / Consumer Products)
- Establishment of a clear value proposition from the customer's perspective
- Activation and empowerment of the sales team
- Development of initial marketable solutions including pilot project (MVP)
- Building a robust Sales Pipeline
Approach:
The approach was deliberately pragmatic, strongly market-oriented and fully remote implemented.
1
Translation of technology into customer benefits
Transformation of the argumentation away from features towards the Customer Journey and specific business benefits. Development of specific use cases for different target industries.
2
Establishment of a new market approach
Structured analysis of the value chains in the consumer products sector. Initial focus on beauty, fashion and other consumer-related industries.
3
Development of an MVP as market entry
Establishment of the pilot project "operational labelling" together with partners. Development a demonstrator to visualize the overall solution and vertical integration.
4
Activation of sales with remote go-to-market
Systemic coaching of the sales team. Establishment of concrete action options through use cases. Organisation and execution of presentations, round tables and campaigns.
Further relevant implementation measures/steps:
- Establishment of a structured sales pipeline. Expansion of the initial approximately 200 contact points in the beauty industry to over 1,000 cross-segment contacts during the further course of the project.
- Creation of use-case based sales materials. Development of a modular slide kit for target group-specific communication and the clear presentation of added values along the customer journey touchpoints.
- Initiation of a strategic partnership with a hardware manufacturer for product labelling solutions. Establishment of a joint pilot project with MVP. Preparation of long-term business models including revenue share options.
- Internal activation and communication across various corporate divisions for increased visibility of serialization expertise. Promotion of collaboration between different business units.
Results (Output):
- Market and sales: qualified contact base with a broad lead pipeline across various industries.
- Product and offering: development of a functioning MVP including a digital demonstrator. Establishment of initial concrete use cases for different target groups.
- Sales competence: activated and operational sales team, "ready-to-go" with clear lines of argument.
- Conclusion of a strategic cooperation with an industry partner for vertical integration.
Impact (Outcome):
- Transformation of a regulatory business model into a market-oriented model with a clear value proposition for consumer products. And thus development of the capability to grow in non-regulated markets.
- Establishing real marketability with ready-made offers, concrete MVP, validated use cases, and professional customer interactions for new target markets.
- Creating a foundation for scalable business development. Building a structured sales funnel with qualified contacts and clear target communication.
- Empowering a self-managing sales team with a clear story and tools.
- Developing an extended ecosystem by creating an integrated solution with a strategic industry partner. A clear lever for faster scaling and the development of new business models.
- Demonstrated proof of a functioning remote transformation through high implementation capability of the delivered competencies, strong structuring skills, and effective stakeholder management at a distance.