How to Differentiate Start-up Technology in Europe
By Andrew Lloyd & Jacque Noels
Lessons Learned
We saw that the Company would have been well-served if the strategy had been implemented earlier in the Company's and the category's development, at the time when early adopters began to deploy the technology. Company management learned that competitive success is as much about credibility, and the reduction of perceived risk, as it is about technology.
From a tactical perspective we learned to be prepared to succeed. The Company had updated its web site, stock photos, and other promotional materials prior to the campaign to reflect the more professional, volume manufacturing positioning messages. However, we weren't prepared for the demand for visual materials (after all we were selling an imaging solution) from the general business community. For instance, we had to decline a TV-spot opportunity because we did not have stock video footage prepared.
