T. K. Hamann | Business Unit Portfolio Strategy for a Fast-Growing Technology Company

High-Tech

Business Unit Portfolio Strategy for a Fast-Growing Technology Company

The client, a wholly owned subsidiary of a DAX-30 company, has developed and started to commercialize high technology solutions for applications in various industries

Core objectives against this background:

Detailed bottom-up assessment of the attractiveness of a total of about 40 use cases for different technological products or solutions offered by one of two business units in terms of revenue potential and fit with the needs of target customers
Derivation of the future market service portfolio for the client
Definition of future business model(s) along the essential elements of the business model canvas
Bottom-up review of the sales growth underlying the existing business plan

Defining and agreeing on the approach/methodology to evaluate and categorize/bundle the use cases

Adjusting the perspective on the use cases—from a strongly technological focus towards a user/customer perspective

Conducting extensive research and analyzing the gathered secondary data

Evaluating the revenue potential of the individual use cases over the next four years—in each case under a conservative as well as an ambitious scenario and regarding the potential USPs of the solutions offered by the client

Taking an aggregate view of the possible sales development

Elaborating a proposal for the future portfolio and working out a possible market approach

All defined use cases analyzed, categorized, assessed, and prioritized or deprioritized

Aggregated revenue potential matched with client growth ambitions

Target customers identified and segmented

Product and service portfolio as well as business model defined

Go-to-market approach and distribution model roughly determined

Most relevant parts of the business model canvas developed