Research shows launching innovative new products to create, open, or expand markets is often done too late and without sufficient preparation and support. This makes it one of the top five reasons why, depending on industry sector, between 70% to 95% of new products launched to market end up as commercial failures.
Our Go to Market Strategy consulting service helps to limit this risk from happening and ensures the product starts of life in the market on a good footing.
A plan that will:
Build trust and confidence in the product.
Ensure the service will enable sales, customer loyalty, and a good brand reputation.
Ensure the product launch is appropriate for a right first impression.
Establish the right distribution channels and promotional methods.
Generate high product awareness and appeal with customers and influencers.
v-gel is a revolutionary innovative veterinary anaesthesia product for pets, which was developed and launched to market for a start-up firm. The product delivers a new and far safer and easier technique for veterinarians than what they were used to. For patients its delivers no post-operative throat pain and tracheal damage and overall the product vastly reduces the risk of operative and post-operative fatalities from happening.
Each v-gel device is designed to be anatomically correct for a species and the first ones that were launched to market were for cats and rabbits, whilst v-gel for dogs and other species were still in R&D.
A go-to-market strategy was developed and the product was launched at BSAVA conference and exhibition in Birmingham, UK. For veterinarians and technicians tv-gel was a novel approach to anesthetise pets; therefore, the approach was to be educators as part of our promotion work. This came in the forms of training videos and purpose built manikins so that target customers can be taught and experience how easy v-gel was to use.
The result was over 850 delegates came to the exhibition booth from a 5600 delegation, which is a huge success by normal standards. Subsequent, launches at the London Vet Show, two larger ones in Florida and Las Vegas, USA , and others also yielded swarms of crowds to the booth. Lessons were expected to be learnt and approach was refined in the go-to-market strategy to produce teh following outcomes:
Established 24 sales and marketing distributors around the world within 2.5 years of launch.
V-gel product and technique is taught in +70 Veterinary Universities and Colleges around the world.
Many clinical papers have be written endorsing the product for the value it delivers.
Many user testimonial on social media.
The Cat v-gel won an award with the society for European Feline medicine.
Today the Mk2 version is out in the market with v-gel for dogs are on the way.
"Put simply, v-gels® are easy and quick to insert and far less traumatic than ET tubes. No problems at all and would not be without them."
David Paterson, DVM, Bruce View Vet Clinic, UK
"I bought 3 v-gels at CVC Kansas City. They are fantastic. Tubing cats is a pain in the ... Easy now."
Dr Roland Hofmeister, The Pet Vet, USA
"v-gel® gives us huge reassurance and confidence to maintain the airway, especially when we have emergency situations in rabbits and cats."
Hiroki Sano, BVSc, Senior Lecturer in Veterinary Anaesthesiology, Massey University, New Zealand.
We are more than engineers and product designers, we are also strategists and marketers with a strong track record of getting innovative new products successfully launched and adopted by customers. Therefore, choose us to advise or support you in this journey.