Case Study: Guidance on Product Development and Direction

One of the print industry's prevalent developers of software solutions for the digital color printing marketplace approached Madison Advisors to help it assess applications for color in the transactional market space. The Vendor has a global presence with headquarters in the United States, and numerous worldwide offices.

Strategic Issues
The Vendor was interested in developing a solution that would bring high-quality color opportunities to the transactional print market. First, it wanted an assessment of the demand for color in the transactional world and help identifying the applications for which it was best suited. The vendor needed an objective assessment of its solution's capabilities compared to existing offerings in the market. Finally, the vendor sought guidance around the areas where product development was necessary in order to deliver a highly competitive solution for color in transactional documents.

Solution
Madison Advisors conducted extensive interviews with organizations across numerous industries to assess the demand for color in transactional print and determine which applications presented the greatest opportunity for the Vendor. We conducted a thorough assessment of the Vendor's solution and a competitive analysis of the other players in the market. We then analyzed our market findings against the strengths and capabilities of the Vendor's offering to determine the areas of the highest potential demand.

We identified the industries and applications that presented the greatest opportunity for the Vendor, and provided it with an educational background on the production nuances and expectations of the transactional print market. We then recommended product enhancements that were necessary for the Vendor's offering to be competitive in the target markets. In addition, we identified potential partnerships as an alternative approach for entering the transaction print market. Finally, we designed high-level strategies and educational campaigns that the vendor could leverage to increase demand for color in its target markets.