Problem

Historically, Sutton Enterprises has focused on the certification group and membership association markets. While we have made sure the language of the questions will work for those types of groups, they appear to be less interested in this type of assessment. We are unsure of the best priority target segment or how to reach them, especially if it is small nonprofits.

Many nonprofits, especially small ones, are reactive and have limited funds. While they will do some strategic planning, we are not sure when they are ready to take that step.

We need to get this product out in the market generating revenue to get some return on our investment and also to fund new enhancements we want to make to the product. We are not sure of the best way to position the product in the market so it will be seen as valuable.

Outcomes / Deliverables

• Competitor Analysis, including a list of assessments and what they offer at what price
• Differentiators for NP Assess and how to use them effectively
• Comparison and recommendations on customer segments to target, including the interest and viability of the segments, such as small versus medium nonprofits, credentialing groups (Certifications, accreditors...), membership associations
• Customer personas for the priority segments to help with effective targeting
• Launch Strategy, including approach, pricing, and recommended marketing and sales channels
• Marketing plan with specific marketing messages by priority customer targets.