Deep Insights Into Target Market and Market Entry Planning for Drug Discovery Software Start-Up
Deep Insights Into Target Market and Market Entry Planning for Drug Discovery Software Start-Up
The Situation
Zymvol, an early-stage biotechnology company using computer simulation to discover and develop industrial enzymes,
needed deep customer insights to inform Go-To-Marketing planning and messaging. Despite a revolutionary product,
allowing up to 70% savings in time, resources and money, they were struggling to gain awareness in the industry and
generate high quality leads. Zymvol reached out to Sciencia because of their familiarity with drug development
scientists and to help them capture customer insights and anticipate trends to develop winning target market entry
strategic plans.
The Situation
Zymvol, an early-stage biotechnology company using computer simulation to discover and develop industrial enzymes,
needed deep customer insights to inform Go-To-Marketing planning and messaging. Despite a revolutionary product,
allowing up to 70% savings in time, resources and money, they were struggling to gain awareness in the industry and
generate high quality leads. Zymvol reached out to Sciencia because of their familiarity with drug development
scientists and to help them capture customer insights and anticipate trends to develop winning target market entry
strategic plans.
The Plan
To begin, Sciencia conducted desk research, including
in-depth discussions with relevant external experts and
structured working sessions with the executives of Zymvol.
After assessing and synthesizing what we knew to be true,
we worked together to determine the unknown including
potential market entry problems and competitive
pressures. From there, we created an action plan to move
forward, defined by the key criteria we needed to reach
that goal.
We discovered the potential customers’ underlying needs,
thoughts, and feelings, which accelerated learning and
generated actionable insights for Zymvol’s brand. Using this
research and discussions, we developed a customer journey
map, which we then presented to the team. Finally, in
collaboration with key stakeholders, we synthesized the
research, aligning priority areas among various customer
segments to strengthen Zymvol’s marketing plan.
The Plan
To begin, Sciencia conducted desk research, including
in-depth discussions with relevant external experts and
structured working sessions with the executives of Zymvol.
After assessing and synthesizing what we knew to be true,
we worked together to determine the unknown including
potential market entry problems and competitive
pressures. From there, we created an action plan to move
forward, defined by the key criteria we needed to reach
that goal.
We discovered the potential customers’ underlying needs,
thoughts, and feelings, which accelerated learning and
generated actionable insights for Zymvol’s brand. Using this
research and discussions, we developed a customer journey
map, which we then presented to the team. Finally, in
collaboration with key stakeholders, we synthesized the
research, aligning priority areas among various customer
segments to strengthen Zymvol’s marketing plan.
The Result
Together, with the internal team, we developed a
product positioning strategy, serving as the
foundation for future strategic marketing planning, as
well as on-target tactical marketing material
development. With a clearly illustrated customer
profile, Zymvol’s strategic messaging and positioning
plan was stronger than ever, giving their brand the
boost it needed to gain awareness in a competitive
industry.
The Result
Together, with the internal team, we developed a
product positioning strategy, serving as the
foundation for future strategic marketing planning, as
well as on-target tactical marketing material
development. With a clearly illustrated customer
profile, Zymvol’s strategic messaging and positioning
plan was stronger than ever, giving their brand the
boost it needed to gain awareness in a competitive
industry.
“For a small biotech company founded by three scientists, market
research was a daunting task. Working with Jill at Sciencia
Consulting allowed us to establish a foundation for our marketing
plan. She guided us to identify barriers of entry, competition, and
to estimate the obtainable market. Overall, Sciencia Consulting
helped us to get the most out of our time and money.”
The Zymvol Team
“For a small biotech company founded by three scientists, market
research was a daunting task. Working with Jill at Sciencia
Consulting allowed us to establish a foundation for our marketing
plan. She guided us to identify barriers of entry, competition, and
to estimate the obtainable market. Overall, Sciencia Consulting
helped us to get the most out of our time and money.”
The Zymvol Team
Ready to bring your brand to life with
compelling product positioning?</span
Ready to bring your brand to life with
compelling product positioning?</span
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