European manufacturer penetrating US market

A German industrial components manufacturer wished to increase sales in North America by diversifying their product line to include direct to consumer offerings. We studied the competition which they would encounter in merchandising their intended product line extension. Our study determined that the market for low cost, low margin products was saturated with vendors while a substantial untapped market existed for a higher quality, higher margin solution. Based on our analysis, the company was able to successfully launch a new line of components which is making a sizeable contribution to their overall sales. Should the company have pursued the lower price market they would have run headfirst into competition from a large industrial supplier willing to sustain  losses in order to maintain their market position as a full service supplier.

Investment bank considering investment in innovative medical technology

A biomedical equipment manufacturer had developed a laser system for treatment of psoriasis which was receiving acclaim and much positive press. One of the initial investors in the technology wished to gain an objective scientific analysis of the system's performance. Venstrata researched the technology and scientific literature. We interviewed surgeons who had worked with the device and patients who had been treated with it. We determined that although the device had merit, it was unlikely to be included in the major medical insurer's formularies. We also recognized another threat - the emergence and rapid acceptance of a new class of orally administered drugs which would compete favorably for the intended users of the laser. Based on this insightful market research, the investment group was able to adjust their investment portfolio to account for these heretofore unforeseen risks. 

Acquisition research

A biological device company was considering the acquisition of a biologic reagent company. Venstrata was engaged to determine the fair market value of the company and confirm the strategic value of the acquisition. We determined that the value of the biologic company, which maintained IP for the manufacture of a mission critical component of the client's product, was greater to our client than to the investment community. We explored with our client options for substitution which would lessen their dependency on this particular supplier. This research strengthened our client's  bargaining position and resulted in acquisition of the biologic reagent company at a significant discount to the initial offering.

Out-licensing deal making project

A research laboratory with some interesting IP was interested in locating potential licensees for their technology. We were engaged to locate candidates and propose license agreements. We identified multiple interested parties and brokered the successful out-licensing of our client's technology.  

Competitive Intelligence project

Venstrata was engaged by a high tech component manufacturer to provide difficult to obtain information about a competitor's market expansion plans. We were able to provide valuable information while staying within ethical bounds. The information we provided allowed our client to adjust its business development strategy - focusing on a different niche so as not to directly compete with it's competitor.

Generic pharmaceutical company exploring new markets

For a niche pharmaceutical manufacturer we performed market research to determine the customer interest level for a new formulation. In order to determine whether the intended product concept would be well received, we identified the target audience and performed non-disclosing market research. Upon analysis the data revealed that the product would be desirable only were it to confer protection for a certain period of time. Due to the constraints of the intended compound encapsulation, it was determined that this sustained capability would not be possible. The customer was able to make a no-go decision before committing to expensive research or championing a venture which could not succeed.

Market expansion strategy formulation for consumer product manufacturer

The manufacturer of a successful line of food packaging enclosures was considering opportunities for expanding their product line into cooking utensils. Our client planned to leverage their brand to open up this new market. They had performed some preliminary market research and determined that their new products would be well received. They possessed an extensive distribution network for their existing products through which the new line could be rapidly distributed at a very low price per unit. Retail shelf space would be fairly easy to negotiate and they were prepared to launch a full scale marketing campaign.

We were engaged to determine the scope of the opportunity and whether entering this new market would benefit or dilute their existing brand equity. Our analysis revealed that while the expansion would benefit brand exposure and have a positive overall effect on brand equity, the feature basis on which they hoped to sell their product would be unappreciated in the marketplace. We determined that the market for mid-range cooking utensils was flat and not expected to rebound while the markets for both low price feature differentiated products and high price, high quality products were strong and growing. We recommended that they enter the market with a unique product which would provide maximum brand recognition, but not to expect significant revenues from the product segment. Our recommendation was well received by our client.   

Risk Assessment

Prior to launching a new venture, pre-packaged hotel fitness facility franchises, the client, a successful entrepreneur, engaged Venstrata to perform a thorough assessment of the risk, competition and market opportunity. Based on our rigorous market analytics, the client reformulated its product offering and avoided a potentially large conflict of interest which was previously unrecognized. The market insight we provided gave the entrepreneur a new perspective on the challenges of the market he had hoped to enter and prevented a difficult product launch.

Product Optimization Market Research 

Venstrata was engaged to provide design insight for a new medical device offering. With market feedback from end users (medical technologists), and the application of Designova, Venstrata delivered product improvement recommendations. Both ergonomic and functional product improvements were incorporated into the product design, creating a competitive advantage and accelerated market uptake of the new line of high-performance medical devices. 

Market Penetration Assistance 

A UK specialty manufacturer of power control instrumentation wished to offer its products in the US, but this meant a costly redesign to meet US codes and standards. Before committing a significant amount of resources to development, marketing and merchandising, Venstrata was engaged to perform a thorough market penetration study. Determining the market penetration cost and resident US competition using Compscape, we were able to present an accurate scope of the opportunity. The work that Venstrata performed created a justification for their investors and enabled them to successfully introduce their line of products to the North American market. Since the successful penetration of this market it has been the fastest growing geographic segment for the company.