Technology and Market Vision
Problem:
A large network and security hardware and software vendor had a software product that had not
gained acceptance in the market. The client wanted to understand why the product was doing
poorly, what features the product was lacking in order to be competitive, and how to position the
solution to the target audience in order drive product sales.
Solution:
- The company retained Masterful Inc., to analyze the market situation and to provide a
solution that would increase product sales.
- The analysis revealed that the product was extremely difficult to use and this usability
issue was acting as a barrier to customer adoption. Discussions with the client's sales
and systems engineering professionals revealed previously undisclosed product
interface, feature and design problems.
- Masterful created a revised Product Requirements Document (PRD) that reflected the
changes that would be necessary to solve the design and user interface problems and
gained executive approval to implement the changes by working through the company's
design review process.
- Masterful led a software design and engineering effort to add the new interface
functionality to the product while adding several new core product capabilities to enhance
product value.
Results:
- Masterful validated the redesigned product with the sales and systems engineering
teams.
- The product was reintroduced to the market and met immediate widespread acceptance.
- Sales of the software product have had the added desired effect of leading to significant
additional product sales.
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