Product Market Expansion

Product

Developing small-business proposition by adapting its existing cyber-security capabilities for a new audience and route to market. The work combined targeted product development with partner discovery, commercial alignment and sales enablement.

Process

Shaping the proposition:

• Worked with distribution partners to understand their target customers, commercial model and requirements for taking the proposition to market.

• Collaborated with Blink’s commercial team to identify what they needed to demonstrate, position and sell the product effectively.

• Researched the small-business cyber-security market and evaluated competitor propositions.

• Defined the initial proposition while identifying longer-term opportunities for expanding the product and market direction.

Developing the product:

• Identified the gaps between the existing consumer product and the needs of small businesses.

• Prioritised the capabilities required to create a credible first proposition without rebuilding the entire platform.

• Introduced business domain monitoring, employee access and business-focused breach information.

• Developed task-led action plans for business owners with limited technical knowledge.

• Worked closely with engineering and QA to turn the proposition into deliverable features.

Enabling partners to sell it:

• Worked with partners to understand what they needed throughout their sales process, not only what the finished product needed to do.

• Created branded demo products and sales environments that allowed partners to demonstrate the experience to prospective customers.

• Produced marketing and sales assets to explain the proposition clearly.

Outcomes

• Established a new small-business direction for our cyber-security proposition.

• Took the proposition from early discovery through partner approval and product development.

• Delivered the core product capabilities needed to support the first phase.

• Equipped partners and the internal commercial team with demonstrations, marketing materials and sales assets.

• Created a foundation that could be adapted for different partners and international markets.

Learnings

• Entering a new market requires more than adapting the product; it requires creating everything needed to explain, demonstrate and sell it.

• Partners can reveal important product needs, but their sales and operational needs must also be understood separately from those of the end user.

• Commercial readiness should be developed alongside the product rather than treated as a final launch activity.