New Product Intro and Market Entry

Dean & Company works with companies to launch new products and to enter new markets:  a top-down strategic review identifies new and prioritizes new opportunities while detailed analytics and go-to-market planning support the launch

New Product Intro and Market Entry

Dean & Company works with companies to launch new products and to enter new markets:  a top-down strategic review identifies new and prioritizes new opportunities while detailed analytics and go-to-market planning support the launch

New Product Introduction and Market Entry

A continuing challenge for companies is to achieve a greater success rate in transitioning new or emerging technology solutions from the development phase to a sustainable products based on those innovations. For standalone technology companies, the funnel has historically been particularly narrow, with less than 10% bringing fully developed products to market, and even fewer moving to a trajectory of profitability and growth.

Dean & Company's technology development practice specializes in working with technology companies to maximize the odds of commercial success in this challenging environment. Our central focus is developing detailed economic models that link a bottom-up, detailed assessment of the business with a top-level view of strategic options. We work closely with our clients to assemble a full view of the key building blocks of new technology offers (customer preferences and elasticity, cost projections, competitor economics, etc.) and to build a holistic business plan that minimizes risk and maximizes return. This approach in turn becomes a foundation for the critical organizational activities required in launching a new business (strategy development, fundraising, pricing, customer profitability and segmentation, budgeting, etc.).

We have worked with clients introducing new products or entering new markets across a broad range of industries and situations:

  • We have helped a wireless ISP develop a pricing strategy and validate their fundamental business model in order to secure further financing.
  • We have developed the business plan and investment justification for an established telecommunications company looking to maximize the profitability of IP-based telephony technology.
  • We have assisted a European power tool manufacturer seeking to introduce a radically new home construction product to the U.S. market

For our clients, the key distinction between our approach and traditional management consulting has been the critical linkage between high-level strategic options and the granular economics that support them.