E-commerce player captures 30% of addressable market within 6 months following a new product launch using a go-to-market data driven strategy
E-commerce
New Product Launch
Client Context And Challenges
Our client, a leading SaaS provider of e-commerce solutions, sought to launch a new product designed to help customers manage daily operations more effectively.
The goal of the launch was to maximize penetration of the product after launch, but the diversity of the user base made it challenging to prioritize and tailor communication to specific customer segments.
Additionally, analyzing the Total Addressable Market (TAM) and identifying meaningful customer segments based on clients' daily operations proved challenging due to the petabyte-scale of the data.
Our Approach
Built a Total Addressable Market (TAM) model by analyzing petabyte-scale datasets of daily operations from the existing client base.
Applied machine learning techniques to segment the addressable market, ranking customer segments by their propensity to adopt the new product.
Developed a go-to-market plan tailored to high-priority segments that would increase the launch’s virality to rapidly increase penetration across the user base.
Implemented a series of A/B tests to fine-tune messaging and product rollout strategies, ensuring effective communication and adoption among key customer segments.
Impact We Achieved
Achieved 30% activation of the Total Addressable Market (TAM) within six months post-launch.
Successfully penetrated key customer segments with a focused and data-driven approach.
Delivered a scalable strategy that can be applied to future product launches, enhancing the client’s ability to capitalize on market opportunities.