Step 1: USP Clarification

RoboFold had pursued discussions with several blue-chip customers in the automotive, office furniture and HVAC sectors.  Although all of these expressed apparently sincere interest in the technology, no orders had materialised and the need to find first sales revenues was becoming urgent.

RoboFold needed to identify rapidly the sectors where it could win its first sales.  With few resources at its disposal, it was vital for RoboFold to know where to allocate its efforts for the highest chance of early success.  They needed to identify and drop ‘false hopes’.  The next aim was to get the attention of real leads and bring these to closure.

Second Mile worked closely with Gregory Epps, CEO of RoboFold, to analyse the technology profile of RoboFold’s product, how its competitors stacked up and what the different customers really wanted.  Analysing the competitive landscape against the customer needs in each section, a picture was developed of RoboFold’s fit with the market.  This revealed why the company was generating wide interest but struggling to translate these into orders.  These customers recognised RoboFold’s advantages, but also needed things that RoboFold, as a startup, could not yet provide.  Their approach, therefore, was ‘watch and wait’.  At the same time, two specific sectors – high-end furniture design and architectural surfaces – stood out from the analysis.  Both had a clear need for RoboFold’s functionality but didn’t need high performance in areas where RoboFold was still developing.

At the end of Second Mile’s USP Clarification Process, RoboFold knew which leads had early potential.  Longer-term prospects could be set aside safely and critical prospects given priority.  The business was able to save money by reducing activity with ‘just watching’ prospects.  It focused promotion and sales efforts on key sectors, and won its first customers in these fields.