Market Development

Keystep performed a market analysis for a software company that was preparing to bring a new product to market. This analysis determined that the product did not adequately address a clear market need. In fact, Keystep determined that the target market suffered from a very fragmented customer base in which there was no consistent expectation among potential customers as to what features and benefits the product should provide. Market validation was not taking place. Keystep determined that the product was not commercially viable and helped the client discontinue development and refocus its resources on more profitable activities.