EMBARKLEY & COMPANY

Complications

The company wanted to expand into the B2B market, however there was limited traction: proposals were submitted to hotels, but were in vain.
While efforts had been focused on the B2B market business development, the company did not know the size of the B2B market and which segments had the highest potential.

Additionally, the company did not know the characteristics and expectations of B2B customers, in particular those who required babysitting services.

The company wanted to redefine its strategies and packages for B2B customers, go-to-market, pricing strategies and co-operation model.

Embarkley helped the client perform an 8-week long marketing potential assessment and customer insights generation.
The study involved customer segmentation; subsequently estimating the 5-year customer life-cycle economic value of each sub-segment.
The study involved understanding the classification and characteristics of customers by conducting almost 40 customer interviews to generate customer insights.
In this engagement, Embarkley focused on investigating major market forces that had direct impacts on the client’s new business market entry and positioning. These market forces included prospective customers, competitors and substitute products.

Embarkley helped the client identify the B2B sub-segment with the highest entry potential.
Embarkley helped develop a 2-year 3-phase market entry strategy, enabling B2B business growth through new market entry to capture over HK$1M economic value, with over 1000% growth in one year.
Since providing the market-entry recommendations, Embarkley worked hand-in-hand with our client to secure 2 B2B customers (5-star hotels).
Through re-evaluating economic value of each customer segment, B2C business were also expected to grow more than 18-27% in 5 years time from less than 2% previously.