You have asked me to develop recommendations on the best market segments, branding, value proposition and competitive strategy for InvestorSoft.
Issues to be Considered
What market segment or segments should InvestorSoft target to have the best chance of achieving their revenue targets? What market share will they need to reach their targets ? How should the Optamedia and InvestorSoft brands be managed? If multiple product bundles are offered how should these be branded? Provide the specifics of the value proposition Investor Soft should use to win. Which class of competitor should InvestorSoft target and what is the recommended strategic approach to succeed? Relevant Case facts
InvestorSoft is a Software as a Service ( SAAS) solution that simplifies how companies can provide timely information to their investors. Currently, companies have either in house staff, outsource it to a web developer/consultant or use one of the four current competitors in the marketplace. InvestorSoft is looking to successfully launch their product in Canada and the US.
Target Market - From the information presented in the case, I would recommend that InvestorSoft pursue the micro cap companies in Canada. These firms currently do not have an effective solution and lack the financial resources to hire and in house person to manage the process.( 65% have a very inadequate IR website) For micro cap companies, investor relations is a job that gets heaped on to the CEO's plate, when their time should be focused on managing the company and driving revenue. The proposed pricing structure of $295/395 and $595 per month also supports this target market. Also, the competitor penetration, especially our direct software competitors, is extremely low ( 5%).
Since InvestorSoft is a new start up, initial sales efforts will need to be in person. To conserve marketing spending, they should focus on the Canadian market first, and then expand to the US...