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Client : Rivermine Software

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Summary:

  • Company raised over $15M in venture funding
  • Sales exceed $10M in first year
  • Successfully redefined the market for enterprise telecommunications management technology
  • Gartner redefined ETM market based on Rivermine's success and has declared company the premiere provider

Objective : Help create initial strategic positioning for funding, market entry/creation, and customer identification and closing.

Product/Service : Rivermine develops sophisticated software used to manage telecommunication assets and services in network-centric organizations.

State of Market : Telecommunications management solutions have tended to be considered "invoice auditing" systems, where for a percentage, a third-party audits telecommunications invoices for accuracy and then recovers charges from carrier.

Rivermine was entering what appeared to be a mature and declining commodity market based on price.

Challenges :

  • Develop plausible strategic story to support venture funding process
  • Define a a value-based, sustainable position for Rivermine (something based not on price)
  • Redefine and recreate the telecommunications management market based on Rivermine's sophisticated software-based system.

Solution : Create position of telecommunications management solutions for network-centric organizations.

Key positioning points:

  • Software-based vs. service based
  • Network-centric organizations
  • Inventory-powered

Our Contributions:

Strategic level discussion facilitation and positioning and market creation ideation that lead to following concepts:

  • Telecommunications management gap
  • Telecom management in network-centric organizations
  • Four stages of telecom management

Creation of basic positioning statements and white papers

  • Ideation and execution of key communications initiatives
  • Industry analyst strategy
  • Creation and editing of monthly thought leadership newsletter
  • Use of email for efficient delivery and tracking of communications to prospects
  • Summit on telecommunications conception and management
  • Positioning and technology white papers and briefs

pdfEnterprise Telecommunications Managemen

pdfFour Phases of ETM

pdfMobile Telecommunications and the Enterprise

 

 

 

Strategic Ideation -
The Ugly Blue Bar
Strategic Ideation - Four Stages of ETM
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Developed to show the architectural foundation of Rivermine's software, it was ugly, but seminal, and drove much of the thinking about what differentiated Rivermine from simple invoice-audit solutions.

Developed to illustrate the path that ETM was going to follow, the four stages has become a cornerstone of Rivermine's position. It provides a roadmap for customers and the company.

ETM Enewsletter

ETM Summit
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Monthly thought-leadership newsletter developed for Rivermine Software.

Developed concept, provided editorial and content for initial six issues.

Used tracking email campaign for distribution.

Summit/conference on ETM 60+ key industry players

Our Contribution:

Conception of summit

Positioning of Summit

Marketing program

Management of content and presentations

   

 

 

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