Product Strategy & Product Testing for the International Expansion of a Technology Organisation
“Amerinda’s product evaluation and testing provided essential visibility of the platform’s pricing, features, integrations and customer needs, which we would not have surfaced alone. Amerinda was able to build a detailed picture of the competencies and deficiencies and help us better understand the value proposition. Critically, the team’s strategic advice on the competitive landscape allowed for a better understanding of market positioning and product direction.”
SENIOR INVESTMENTS MANAGER
CONTEXT
Amerinda was asked to evaluate and test a cybersecurity software as a service (SaaS) company’s product offering, to assess its growth potential prior to its international expansion. Amerinda was chosen based on its understanding of the global cybersecurity market and its understanding of the key features, experiences and propositions that customers expect.
ACTION
Amerinda’s approach was to divide the work across two main activities: Market Assessment and Product Test. The goal of the Market Assessment activity was to assess the viability of the SaaS company’s product offering. Amerinda provided its insights on the global cybersecurity market, including market sizing / potential, segmentation, drivers, and competitive landscape. Amerinda provided comparative insights on the competitive landscape across product and proposition, customer and experience, and technology and security. Additionally, Amerinda provided ranked cybersecurity capability drivers, for each target customer segment, across the SaaS company and several of its key competitors.
The goal of the Product Test activity was to assess the desirability of the SaaS company’s product offering. Feature testing was performed to evaluate the platform’s capabilities across five categories. Usability testing was performed to evaluate how easy the platform is to use. Proposition evaluation was performed to assess the value proposition in the eyes of the target market.
RESULT
Amerinda provided several recommendations to maximise target market adoption and enhance competitive positioning. These recommendations encompassed pricing schemes, new and differentiated features, precise integration strategies, and customer-specific certification requirements. Additionally, Amerinda provided strategic advice on product vision and direction.