Financial Services Market Positioning for a Technology Start-Up

A start-up technology company with strong combined experience in Financial Services was looking to launch a new telecom bridge for the trading floor.The product had already been successfully deployed in other environments such as blue light services and energy generation. They contacted JP Reis to see if we could help them validate the product and position it for a Financial Services customer base.

Our consultants went through a process of workshops with the client to understand the product’s capabilities. We challenged the client to separate the features that were either prerequisite or superfluous in Financial Services from the real differentiators. We established a clear value proposition and decided that, although end users would experience a tangible benefit from this product, it was the Financial Services IT managers that we needed to pitch to.

From this point we built out key messaging that would be the basis for all copy and ensured everything would sit consistently beneath the company’s umbrella branding and alongside other products they had in the pipeline. Our lead marketing consultant provided a website wireframe that would provide the quickest user journeys to the most relevant content and he also created the first draft of the web content and a proposal document for an interested client. The website is now live and the product is well-established on the market.

This client was commercially savvy with good technology and sector knowledge. Our role was to keep them focused, validate their approach and challenge gaps and inconsistencies where necessary. We provided some of the heavy lifting on the marketing communications while they developed distribution channels and support networks.
JP Reis has different consultancy offerings for start-ups who rely on selling or using technology effectively. By working on both sides of the user/vendor divide we are able to offer greater value to all parties.