Go-To-Market

Growth in new products and markets often requires a customized set of strategies and tactics. Manhattan Strategy works closely with start-ups looking to define their business model and mature companies attempting to re-define it. The complexities of the market dynamics, customers, competitors, and other third-party influences play a dominant role in shaping a go-to-market strategy. Manhattan Strategy enables our clients to create successful strategies by understanding these dynamics.

Market Sizing

Clients looking to enter new markets need to build business and financial objectives based on the "size of the prize". Manhattan Strategy provides the deep-insights and facts needed to set these financial objectives, including market share goals, and win internal management and external shareholder support. Our market sizing analysis support overall go-to-market solution offering:

Market definition
Product, service, solutions potential
Geographic opportunity
Industry vertical / customer potential

Market and Customer Segmentation

A customized approach can be a key to success in competitive markets. In order to develop such strategies, companies need to understand the uniqueness of the markets and customers that they serve. Manhattan Strategy enables clients to develop penetrating insights into the markets and customers that they serve. Our segmentation analysis focus on:

Vertical segmentation
Size segmentation
Geographic segmentation
Demographic and psychographic segmentation

Channel Strategy

Channel decisions are impacted by a variety of factors – internal resources, market dynamics, customer preferences, profit pools etc. For any given industry, two firms can operate successfully with two different sets of strategies. Our process leverages client's internal capabilities and external market intelligence to recommend a model that best-fits our clients. Key decisions supported by our analysis include:

Identification of channel partners that allow for high market coverage
Channel requirements needed to win channel support
Competitive assessment
Gap analysis
Channel decision making process / key purchasing criteria
Channel profit pool analysis

Competitive Strategy

Manhattan Strategy provides in-depth insights into the competition, both established players as well as new entrants. By analyzing overall business models, and specifics related to manufacturing, organization, sales, marketing, and pricing strategy, Manhattan Strategy is able to provide clients with a unique assessment of competitor strengths, weaknesses, opportunities, and threats. Key decisions that our analysis drive include (but not limited to):

What are they key gaps in our offering vis-a-vis competition?
How should we align our organization to better compete in the market?
What is the go-to-market strategy and tactics of our competition?
What technology and innovation will differentiate us from competition?
What are the pricing and cost gaps of our offerings vis-a-vis competition?
How do we close these gaps?

Benchmarking and Best-in-Class Analysis

A core part of our TBI methodology focuses on providing recommendations that leverage best-in-class solutions, both from peer companies as well as out-of-industry companies. Our customized benchmarking studies allow clients to collect real-time, apples to apples data (quantitative and qualitative), allowing them to measure performance and implement suggested practices to enhance performance. For go-to-market-specific benchmarking solutions, clients engage Manhattan Strategy for both functional, process, and cost benchmarking.

Functional Benchmarking - salesforce organizational model, product development model, .HR,
Process Benchmarking - product launch process, order fill process, warehousing and delivery process, customer service process etc.
Cost Benchmarking - manufacturing cost benchmarking and other "cost per unit" assessments

Manhattan Strategy has completed over 600 unique engagements focused on external analysis, the majority of which include benchmarking as a key input driver. At the core of all solutions lies our TBI model - expertise in primary research, both Internal and External Market Intelligence (survey and open-ended research), to provide our clients with insights that drive informed business decisions.