Our Task
To support Techgate in the launch of a new SME focused business continuity solution, called VirBizCo, by undertaking an in-depth competitive analysis, defining both channel and end-user propositions and creating relevant marketing collateral and tools.
Background and Results
Providers of business continuity solutions operate in a notoriously competitive and complex market place. It is a major challenge to differentiate such offerings, let alone to effectively penetrate the market with a new solution.
Techgate not only needed to define a compelling proposition to its channel of partners to encourage them to resell the new VirBizCo solution, the company also wanted to create end-user marketing tools that these partners could use to push the solution into the marketplace.
Working closely with Techgate, purechannels conducted an exercise of desk research to look at other business continuity offerings in the market place, comparing them in terms of price / features / benefits. It soon became apparent that no two solutions were the same and that the lines were very blurred between business continuity and disaster recovery. purechannels identified very quickly that there was an opportunity for a very clear and uncomplicated proposition in the marketplace.
purechannels also conducted a short survey amongst non-Techgate resellers which involved an online survey and telemarketing to gather a small sample of opinions that were used to hone the value proposition to be used by Techgate.
This primary and secondary research gave Techgate the fundamental information
required to create a compelling end-user and reseller proposition. It also enabled
purechannels to create a set of ‘solution sheets’ and email templates
around Techgate’s new business continuity suite of services, VirBizCo,
with the end-user version of the collateral being re-brandable by partners.
The Results
Techgate’s own sales teams undertook a campaign of ‘upselling’ its partner base to adopt the new solution, as incorporating the offering was a natural progression for existing Techgate resellers. As a result, a growing number of existing partners are now reselling the VirBizCo suite of services. The VirBizCo Office service has also been shortlisted in the 2011 CIR Business Continuity Awards – Most Innovative Product.What They Say
— Richard Chapman, Chief Operating Officer, Techgate.“The SME online backup market is highly competitive and we knew we had to create value-added business continuity services that create a real upsell opportunity for our resellers. purechannels were meticulous in their approach to this project and were invaluable in helping us to create a clearly differentiated proposition for VirBizCo which we have been able to launch to our partner base with ease.”