The Internal Assessment is a rigorous analysis by biotechnology experts used to align company stakeholders around the product to the potential markets and the company’s commercial goals. It is a crucial step in both the design and the troubleshooting of commercial strategies within an organization. The internal assessment provides the foundational research required to align management around the most successful commercial strategy and is the key to a successful sales team.

Process: 

Review website, product materials & proof statements, customer experience, commercial goals, stakeholder interviews and sales pipeline.

Deliverable: 

Power Point analysis of the strength and weaknesses of the product and company to pinpoint the potential market segments with the best market fit to meet commercial goals. READ MORE

Market assessment determines the commercial strategy with the largest fiscal opportunity through segmentation analysis, prediction of future market trends, and identification of leading competitors by application.

Process: 

Review available market forecast reports and scientific literature to validate market assumptions.

Deliverable: 

Power Point report of market overview, market segmentation, trends, drivers, and key competition. Includes analysis of implications and actionable steps to improve market traction. READ MORE

The Competitor research identifies the strengths and weaknesses of existing solutions that are in direct competition with your product. The results assist in identifying market opportunities for your product, which are then evaluated for commercial viability and used to guide your commercial team. 

Process:

Thorough analysis of competitor website to analyze messaging and proof statements, followed by literature review (publications making technology comparisons, working group reviews, and conference proceedings).

Deliverable:

Power Point report of competitor products, markets, and positioning to identify opportunities for product differentiation and market development.

Pipeline reviews provide insight into your successes, challenges, and missed potential in your commercial strategy. A thorough pipeline review evaluates current and historical opportunities, lost and won, to assist commercial teams in maximizing revenue generation. The UBC team provides clean data for analysis, guidance regarding the maintenance of the database, and an analysis that identifies additional opportunities for growth and fortification of the sales pipeline.

Process: 

Review of current open sales pipeline, closed won and closed lost opportunities by application. 

Deliverable: 

Excel and Power Point report with findings to align the leadership team on which application segments resulted in the greatest amounts of revenue generating opportunity with maximal return on investment. READ MORE

A Voice of Customer, VoC, analyzes and captures product features, benefits, and utility from the eyes of the customers, thought leaders, and early adopters. VoC is imperative for product validation, development of marketing content and product strategy. UBC experts optimize and execute scripted interviews to source and deliver unbiased feedback on the company and product in the customer’s own words. 

Process: 

Develop a script around 5 key areas for market feedback. Identify and interview customers, thought leaders and early adopters.

Deliverable: 

Power Point report of customer feedback, analysis of drivers and implications, and customer specific language to develop a messaging platform and accelerate traction in a given market.  READ MORE

Guide your sales team with insights into the applications and customer segments with the highest likelihood of conversion. The competitor research, pipeline review, and voice of customer research modules are leveraged in the tactical sales plan to arm your commercial teams with insight, sales collateral and tools for an effective organization.

Process: 

Utilize results from pipeline review, voice of customer, and competitor research to prioritize application areas in which existing content, proof statements, and sales tools can support commercial opportunities. UBC provides a road map for the sales team to execute with maximal impact using existing their existing resources and UBC’s supporting research modules.

Deliverable:

PDF/Word Document containing brand messaging, tag lines, and pillars that speak to prioritized customer segments based on VoC module.

In developing the positioning brief, data is gathered and analyzed to determine the appropriate market segment for optimal ROI. Through careful competitive analysis, engagement with early adopters and the establishment of market position, the positioning brief sets a calculated path for commercial success.

Process:

Internal assessment, market research, competitor research and voice of customer will be completed and leveraged for the development of the positioning brief.

Deliverable:

Power Point

To develop an effective messaging platform, UBC will examine direct customer input, Voice of Customer and competitor research to develop brand pillars that differentiate our clients in an impactful way. UBC provides guidance on how to position the brand, present and market products, and identify with application and customer specific needs to ensure market traction.

Process:

Use the positioning brief, pipeline review, market research, competitor research, and Voice of Customer to identify application and customer segments with the most opportunity and chance of traction.

Deliverable:

PDF/Word Document containing brand messaging, tag lines, and pillars that speak to those segments based on VoC of those segments.

The UBC team will partner with clients to create effective corporate pitch decks for fundraising activities or to develop strategic investment opportunities. UBC’s executive experts facilitate connections to potential opportunities through our expansive network and ensure that our clients are prepared the with market size & segmentation, VoC, positioning, and tactical marketing strategies required for impactful fundraising. 

Process: 

To develop an effective, accurate, and attractive pitch deck, UBC experts will utilize the messaging platform and tactical sales plan from previous modules.

Deliverable:

Power Point Pitch Deck and executive summary

The Business Development execution module assists companies in developing early partnerships and collaborations to develop proof points, identify early market adopters, and explore market strategy. 

Process: 

Align stakeholders using the positioning brief, UBC identifies primary application of interest using the tactical sales plan and initiates talks with early collaborators and potential partners.

Deliverable:

6 or more months of Business Development activities to develop early market traction.

UBC leverages a global, executive level sales team to execute the tactical marketing plan and develop our client’s sales pipeline. Our clients have access to scalable expertise through a fractional sales team, in key geographies, comprised of Masters and PhD level scientists who are able to identify gaps quickly, close opportunities, and pivot when required. 

Process: 

The internal assessment, pipeline review, Voice of Customer, and market research are used to create the messaging platform, tactical sales plan, and positioning brief. The fractional sales team will then implement the tactical sales plan using the client’s Salesforce instance or their own and provide periodic updates on the sales pipeline and customer outcomes. 

Deliverable: 

Our fractional, experienced sales team and ongoing commercial management will devise a strategy to manage customer expectations and overcome operational obstacles to ensure customer satisfaction throughout the sales process. Throughout the sales cycle, customer feedback will be gathered and analyzed for future strategy and product development.