The project aimed to (1) assess the client's product portfolio against competitors, (2) develop a roadmap for new and enhanced products through workshops, and (3) establish sustainable processes for product development. Initial interviews revealed concerns about maintaining leadership with market changes. The project performed benchmarking, identified opportunities, and created product roadmaps through cross-functional workshops to improve customer value and competitive positioning.

1. Project Example
Market Assessment & Positioning
PinPoint Planning LLC
“…putting insights to work…”

2. PinPoint Planning LLC
What was behind the project? “…putting insights to work…”
The client held a legacy presence in the commercial facility management industry.
As an early innovator, the client could be considered to be a leader in its field.
That said, the client’s perceived leadership position was affected by evolving market
dynamics, regulatory changes, competitive threats, and a challenging economic and
business environment.
Initial interviews with client’s management team revealed several concerns and
issues to be covered during the project.
Based on these initial discussions, the broader objectives of the project were to:
• Perform an extensive benchmark review of client’s product and service portfolio
to understand current strengths, weaknesses, opportunities and threats.
• Lead a focused, cross-functional initiative that yields a “roadmap” of new and/or
enhanced products and services to improve client’s overall customer value.
• Establish the groundwork for a sustainable product and market development
process and practice at client beyond this project.
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3. PinPoint Planning LLC
What kept them up at night? “…putting insights to work…”
• How do the client’s products and services measure up to new and legacy
competitors in its market segment?
• How can the client maintain and expand its relationships with existing industrial
clients to drive greater long-term value and contract renewal?
• How can the client increase awareness of its RAM products and services and
industry best practices to generate interest and consideration of new clients?
• More specifically, how can the client increase its market share for its products
and services in the commercial facility management markets?
• Where can the client focus its efforts to develop new and/or enhanced products
and services to capitalize on new opportunities in the changing facility
maintenance sector (i.e. sustainable/green design, etc.)?
• How should the client improve its customer-facing tools (i.e. web-interface,
database, etc.) to achieve greater utility and value for current clients and drive
interest with new clients?
• What steps could the client take to integrate a long-term product development
methodology into its business operations, to create competitive advantage and
foster new customer relationships?
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4. PinPoint Planning LLC
How did we get there? “…putting insights to work…”
This project employed collaborative tools and techniques that yielded high-quality,
robust and relevant analysis and recommendations in a phased approach:
PHASE ONE
Background Research
• Developed understanding of client’s company history, product and service evolution, clients
served, organizational structure, staff capabilities, etc.
Preliminary Market Assessment
• Reviewed market landscape, key competitors, market size and share, industry dynamics, etc.
Trends and Indicators
• Comprehended range of industry and market influences that impact client’s products and services
(material and technology innovation, regulatory changes, corporate sustainability initiatives, etc.)
Product Benchmarking
• Evaluated client’s products and services in regard to performance, quality, price, and client
satisfaction to establish relevant customer value metrics.
Business Process Review
• Captured and critiqued current business development processes, including sales and marketing
approach, lead generation and prospect qualification, client project notification and bidding, and
proposal/quote development.
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5. PinPoint Planning LLC
How did we get there? “…putting insights to work…”
PHASE TWO
Product and service development workshops
• Led a cross-functional client team through structured “road mapping” exercises to share,
critique, and consolidate Phase One learnings. The purpose of these workshops was to
establish and agree upon critical product/service destinations (goals) that support
client’s overall corporate mission.
• The team then developed prioritized paths (initiatives) client could undertake to pursue
specific product or process solutions addressing the most important issues identified by
the group.
• Following these workshops, the resulting product/service “road maps” were translated
into clear, illustrated recommendations and guidelines that client could apply at its
discretion following the project.
Discovery Ideation Concept Strategy
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6. Project Recap PinPoint Planning LLC
“…putting insights to work…”
1) Performed an extensive
benchmark review of
client’s product and service
portfolio to understand and
assess its strengths,
weaknesses, opportunities
and threats.
2) Led a focused, cross-
functional process that
yields a “roadmap” of new
and/or enhanced products
and services to improve
client’s overall customer
value.
3) Established the
groundwork for client’s
sustainable product and
market development
process and practices
moving forward.
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7. Contact
PinPoint Planning LLC
“…putting insights to work…”
John W. Eaton
810-623-5823
pinpointplanning@hotmail.com
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