Emerging Strategy

BACKGROUND

Please describe your company and your position there.

I am the CEO of a company that provides international education related products and services to K-12 students and their parents.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Emerging Strategy?

Emerging Strategy was hired to conduct market research and provide advisory services to support management's decision making process about business expansion in key markets within Asia, specifically China, Singapore, Indonesia, Malaysia, India and UAE.

What were your goals for this project?

We wanted to understand the market size and market landscape, trends in the market, and level of interest within the potential customer base for our products and services. For countries with a potential fit, we wanted Emerging Strategy to dig deeper to identify a potential route to market and a customer acquisition strategy.

SOLUTION

How did you select Emerging Strategy?

Emerging Strategy has a good reputation in the Education and Business Services space for working with companies that want to expand into international markets. They came highly recommended from professional counterparts in the industry.

Our initial discussions with Emerging Strategy were extremely productive and it was clear that they had the capabilities to support our objectives. They provided clear pricing that we believe is fair for the work that we needed to get done.

Describe the project in detail.

The project was executed through a series of sequential phases that had been outlined in great detail in the proposal. The scope of work that was agreed upon required significant on-the-ground research capabilities.

Within each of the six countries, Emerging Strategy conducted a series of surveys, and followed those up with in-depth interviews with potential customers, other companies in our space that were already active in the market, and other players including government sources, that would have insight into the space we were targeting.

Upon completion of the research phase, we held a few working sessions to narrow down the countries and market segments in which we wanted to dig deeper and come up with a go to market strategy.

During this go to market strategy phase, Emerging Strategy attached a couple of experts to their project team who were very knowledgeable about specific countries and had a lot of practical insight into how to get things done. We spaced out the project and the various phases and evaluation of the different countries over a two year period.

Emerging Strategy could have conducted this project more quickly, but we wanted to take our time in doing this so that we could begin executing in certain markets while still evaluating others. Emerging Strategy showed a lot of flexibility and empathy throughout the process.

What was the team composition?

Initial discussions about project objectives and scoping were handled primarily by a partner based in their Washington DC office and he was later joined by a partner in their Shanghai office.

Once we formally engaged them, we were introduced to a project manager who worked with us day to day. There was a team of researchers in the background, but we didn't have much interaction with them except for update meetings where they would answer certain detailed questions.

Local experts from the shortlisted countries joined the team later on to provide input on routes to market. The two partners were present for most of the key meetings throughout the project and we could reach out to them easily for quick discussions as well.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Since we spaced this project out over a two year period, we began on the ground execution of strategies in some markets while we were still doing initial work in other markets.

The market analysis and recommendations proved to be very accurate. This gave us a lot of confidence that the work Emerging Strategy had done was very actionable. Emerging Strategy saved us a lot of time and potential mistakes that could have cost millions of dollars.

How effective was the workflow between your team and theirs?

During the research phase, we had regular meetings with the project manager and partners every 2 weeks or so where we had an opportunity to preview the research conducted so far, ask questions and provide direction.

Every 4-6 weeks there was a formal interim presentation in which their team provided a summary of a module of work that had been completed. They also provided detailed back-up slides and data for anyone on the team who wanted to learn more.

What did you find most impressive about this company?

Each person at Emerging Strategy from top to bottom had a true service mindset and worked hard to ensure our satisfaction. Their international research capabilities and reporting is top notch. There are firms out there that would charge five times more and not deliver comparable results. I know this because we have worked with some of those firms in the past.

Are there any areas for improvement?

There may have been some small issues in a large and lengthy project such as this, but I really cannot recall any issue of importance. Emerging Strategy handled this project very professionally, and delivered on all their commitments and more.

BACKGROUND

Introduce your business and what you do there.

I’m the director of business intelligence for an electronics manufacturing firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Emerging Strategy?

Our executive team needed up-to-date data with analyses to make decisions quickly. We lacked the budget to develop an in-house team to handle it, so we hired Emerging Strategy instead.

SOLUTION

What was the scope of their involvement?

Emerging Strategy provides us with a variety of services. 

First, they offer various types of competitive tracking and market monitoring that cumulates in a report every quarter. 

They also do 12 projects for us annually using secondary and primary research. Emerging Strategy typically does 5–6 per year per customer, so we’re doubling our investment. They’ve done projects for each of our three business units as well as for a venture partner in India. We’ve completed 30 projects in total since we’ve started working together.

Lastly, they provide rapid responses to questions like “What new regulations are out there?” or “What’s the background on these new customers?”

What is the team composition?

We have a customer account rep on the sales and commercial sides as well as a program manager with a team of analysts. Emerging Strategy will bring in specialists focused on different countries, territories, languages, or technologies depending on our project requirements. The program manager is my main point of contact, but occasionally, we’ll talk to the executive commercial manager.

How did you come to work with Emerging Strategy?

We found Emerging Strategy through a referral. I had also worked with one of their team members while at another company. We compared their services against larger and more costly consulting firms. Emerging Strategy won out because of their presence in emerging markets like China, India, and Brazil where it’s hard to get tangible data ourselves.

How much have you invested with them?

We spend about $125,000 a year.

What is the status of this engagement?

The collaboration started in April 2017 and is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Thanks to Emerging Strategy’s work, our executive team is driving decisions based on up-to-date data and robust business intelligence. Knowing the market for emerging technologies, new regulations, and rising segments can have a significant impact on how our company moves. We now have a lot more networks, resources, and third-party-vetted analyses to work from.

How did Emerging Strategy perform from a project management standpoint?

We use a scoping document with our internal customers at the start of every project. Every two weeks, we update it, adjust priorities, and make sure we’re meeting their needs. We’ve had to change our scope, deliverables, or timing depending on external circumstances. Emerging Strategy has been responsive and comprehensive at every step. We work together as partners and make sure our internal stakeholders are satisfied.

What did you find most impressive about them?

Emerging Strategy doesn’t over-promise or under-deliver. They’re very upfront and consistent. Their strength lies in emerging markets where a lot of growth is happening.

Are there any areas they could improve?

I’d love to see how Emerging Strategy is expanding their capabilities to South America and more advanced technologies. We’ve had more and more customers request those areas, and I want to see what Emerging Strategy is doing to keep up.

BACKGROUND

Introduce your business and what you do there. 

I’m the manager of market research for a publishing company that focuses on K–12 education titles. We also have a trade side of business, which includes anything that’s not for instructional use.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Emerging Strategy?

We signed on with Emerging Strategy so that they could help us with competitive intelligence, from competitive benchmarking to profiling.

SOLUTION

What was the scope of their involvement? 

Over the past year, we completed four projects together. The first three related to competitive benchmarking, during which they interviewed competitors that we defined and dug for information. In the final project, they conducted secondary research on our competitors, including a competitive platform, and put together a comprehensive profile of each.

What is the team composition?  

We initially interacted with Adil (CEO, Emerging Strategy) and a project manager who did most of the research. After a few months, Steve (Founder & President, Emerging Strategy) replaced the original project manager, which made all the difference. I have nothing but positive things to say about him and wish that he could’ve worked with us throughout the entire engagement.

How did you come to work with Emerging Strategy? 

Emerging Strategy reached out to me while scoping new business. A colleague within the organization had used them within the past few years and had a positive experience, so we decided to try them out.

How much have you invested with them? 

The retainer fee was $140,000. 

What is the status of this engagement? 

We had a year-long retainer between March 2018–March 2019.
 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The competitive benchmarking gave us helpful information that we wouldn’t have had otherwise. Most of their results were very strategic, which helped with how we messaged and marketed ourselves as well as our product development. As for the competitor profiling, they informed us on some of the features that other companies had that we didn’t. This was invaluable because it gave us a direction to focus on.

How did Emerging Strategy perform from a project management standpoint?

I have no complaints here. Steve was a proactive manager and coordinated projects well. He always kept us informed of any changes or issues that arose. Most of our communication was via email, but we also requested weekly check-in calls during projects. 

What did you find most impressive about them?

What set them apart was their strong management. Not only were they flexible, but they also put our needs first. The team worked quickly and efficiently without dragging their feet.

Are there any areas they could improve? 

Their prices were a bit high considering that we only completed four projects together.
 

BACKGROUND

Introduce your business and what you do there.

I work in customer insights for a large educational company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Emerging Strategy?

The education industry is fast-paced but full of potential due to the advent of EdTech. We hired Emerging Strategy to provide market research that we could use to establish ourselves within this industry.

SOLUTION

What was the scope of their involvement?

Emerging Strategy provides competitive and market intelligence solutions when data is not available through public and proprietary sources. They conduct primary market research, such as stakeholder and customer interviews, to support their secondary research analysis. Emerging Strategy also focuses on global trends and new market scans. They create reports based on their data collection and primary research efforts.

We have a queue of projects so that once the vendor completes work on one project, they can move on to the next.

What is the team composition?

During the partnership’s first year, we collaborated with a central manager based in Washington, D.C. We have since worked with other directors and central managers.

How did you come to work with Emerging Strategy?

I met the vendor at a conference. We needed a partner to help us market and target on a global scale, which is a difficult service to find in the education industry.

In our first project with Emerging Strategy, we requested insights on current events in the global education industry. The result was so satisfactory that we signed a contract with them. While most vendor work is project-based, Emerging Strategy offered us an annual contract. We can work on as many projects as we want with them, provided it is one project at a time.

How much have you invested with them?

Depending on the type of contract, annual expenses may run anywhere from $75,000–$100,000. We renew the contract annually.

What is the status of this engagement?

We began working with Emerging Strategy in February 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Expert Strategy delivered exceptional results on our initial study within just 3–4 weeks. Their presentations have received positive feedback from internal clients and industry leaders.

As the manager of the company, I could not keep up with the vast amounts of information intelligence. Emerging Strategy’s data collection now allows us to make sense of the global education industry’s niches, leaders, business models, and technologies.

We have had many great results. It’s challenging for us in the U.S. to see the nuances of a particular country or region. While our sales reps provide some information, Emerging Strategy’s contributions have allowed us to gain significant knowledge of the global industry as a whole. Recently, we did a three-month study of a particular aspect of the industry; Emerging Strategy provided us with information on global competitors and potential partners in China, Australia, and South America.  

How did Emerging Strategy perform from a project management standpoint?

Whereas many vendors take months to complete a project, Emerging Strategy typically achieves a three-week turnaround. Such efficient service and response times are imperative in my industry. Having a central manager is key to Emerging Strategy’s promptness. Even when our manager was based in China, there was never an issue with scheduling or communication.

Emerging Strategy stores our project and communication records on an online platform that we have access to. My team puts new projects on the platform’s queue. We communicate via e-mail.

What did you find most impressive about them?

I think of Emerging Strategy as more of a partner than a vendor. We have enjoyed working with Emerging Strategy on both national and international projects.  Their directors take the time to fully comprehend our business challenges and needs. They are committed to understanding how we will utilize the market information for our business. I have rarely witnessed such a thorough approach to understanding the customer and their market.

Emerging Strategy delivers high-quality data and research. Their work has enabled us to establish relationships with important thought leaders. Based on their research, they provide us with recommendations, especially for market sizing.

Other vendors have higher pricing. By the end of March 2018, the cost of hiring them for the year had already paid for itself. Having worked on the vendor side, I know that Emerging Strategy’s pricing is very competitive, even for domestic and international market studies.

Are there any areas they could improve?

I have not worked with other vendors in the global space. However, compared to customer intelligence and market research vendors in the U.S., Emerging Strategy is definitely skilled in this line of work. They are a new company, and I hope more people will use their services.

Do you have any advice for future clients of theirs?

I don’t think clients will be disappointed with Emerging Strategy. Clients should allow sufficient time to establish a comprehensive partnership and ensure Emerging Strategy is well-informed about the project challenges and goals.