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Market Transition

Case in Point

A lower-market company with a strong value proposition received a growth capital injection, and required assistance in transitioning its offering from B2C to B2B.

Situation Assessed

While the Company had a very strong value proposition, it had limited experience in the corporate B2B market. The Company initially chose the B2C market as an entry point for its offerings and reached a pinnacle where cost of customer acquisition was impeding the financial model and posing further challenges for a strategic exit.

Challenges Encountered

  • No business development experience of corporate accounts and sales team
  • Long sales cycles for corporate customers
  • Limited investment available for a new market segment
  • The Company had no referenceable corporate customers
  • Limited internal infrastructure for corporate customer support


  • Researched alternative distribution channels for indirect access to major corporate clients
  • Formalized the value proposition for the B2B market
  • Developed the competitive differentiation and positioning for the B2B market
  • Secured board approval and investor support for a major market shift
  • Developed the target customer base for initial market penetration

Outcomes Achieved

  • Secured multiple channel partners who had strong corporate connections and existing clients
  • Secured two of the top five corporate accounts in the targeted client customer base, as well as increased the corporate referral base
  • Dramatically reduced cost of customer acquisition
  • Successfully repositioned the company in the B2B market for long term prosperity
  • Greatly enhanced the value proposition of the Company as it began formal discussions on exit strategies and potential acquirers