Skip to content
Our Services
Back to Case Studies

Case Study
A traditional B2B service catering to limited geography pivots to a SaaS solution for the industry

The client was looking to scale up their business, which was restricted to a few geographies and customer segments.

However, the target market consisted of several types of businesses with differing needs and complexities of operations based on volume, frequency, size, value, and nature of business. This made it crucial to identify lucrative segments for the startup, develop specific feature sets for products and develop positioning for the brand. Additionally, as a traditional service, running in-house operations cost-effectively and scaling the business was a challenge.

NorthSide Approach

NorthSide led a 3-month in-depth research, analysis, and problem-solving exercise to reveal needs-based segments that felt underserved within the B2B industry. This helped identify potential groups of customers who shared similar unmet needs along one dimension.

  1. Conducted in-depth interviews with various customers representative of the industry.
  2. Uncovered 80+ specific expected outcomes for the customers across various dimensions.
  3. Performed statistical grouping of respondents with similar unmet outcomes.
  4. Personified the resultant segments with pricing and willingness to pay.
  5. Developed potential business concepts, including SaaS and traditional options, to meet unmet outcomes
  6. Created the final positioning concept for the SaaS solution.
  7. Developed the key communication tagline.

Results

  1. NorthSide helped re-position the business as a SaaS solution for the industry.
  2. Increased focus on customer needs by providing a technology solution.
  3. The repositioning improved the overall efficiency and utilization of capital.
More Case Studies
Market Segmentation

Segmenting the market for diabetes care and identifying unmet needs

A health-focused platform selling diabetes related medical products and services approached NorthSide to drive growth for its platform brand. NorthSide recommended segmenting the market for diabetes care and focusing the solution on underserved areas by capitalising on the rising demand for personalised health management tools in the chronic disease space. NorthSide Approach Conducted a comprehensive mapping of the 90+ steps typically followed by diabetic patients to manage their condition, identifying critical touchpoints and gaps in existing management solutions. Performed a detailed segmentation analysis to categorize underserved, over-served, and appropriately served outcomes among diabetes patients, utilizing insights from a large-scale quantitative survey and advanced data analysis techniques. Identified key barriers to effective diabetes management, including gaps in current market offerings, patient education, and access to personalized solutions. Assessed competitor solutions in the diabetes management space, evaluating their strengths, weaknesses, and opportunities for differentiation to ensure the proposed platform could meet untapped consumer needs. Developed a tailored digital solution framework, integrating user-centric features that would address the identified pain points and enhance engagement, adherence, and overall outcomes for diabetes patients. Key Insight A deep understanding of the multi-step process of diabetes management, combined with consumer segmentation, revealed significant gaps in existing solutions, highlighting the need for more personalized, tech-driven approaches. Results Identified a large underserved cohort within the diabetic population, providing a focused target segment for the new solution. Mapped the importance and satisfaction of 90 diabetes management outcomes to pinpoint critical areas for product development and consumer engagement. Developed a product strategy and positioning based on key consumer pain points, ensuring alignment with market needs and differentiation in the competitive landscape.

Market Segmentation

Identified more than 10 new consumption spaces for a market leader playing in the Food and Beverage category

NorthSide was approached to identify key consumption spaces and demand attributes for the identified consumption spaces to help build a strategic growth plan for a market leader playing in a competitive food and beverage category. NorthSide Approach Gathered and analyzed more than 1.5 million consumer purchase and demand data points using cloud-based software analytics. Segmented the data into more than 10 consumption spaces for the brand.  Identified specific product demand attributes that define the reason why consumers consume the product in a particular consumption space. Validated the findings through offline research covering more than 10 cities in India.  Using the findings, NorthSide was able to identify 10+ distinct consumption spaces that the brand could tap into to drive growth and innovation using its brand equity. Key Insight Consumers use products and their variants for various needs such as enhancing their health, enhancing taste, and cultural reasons that meet their functional and emotional needs. Results NorthSide’s analysis enabled the client to pinpoint over 10 specific consumption spaces. NorthSide’s recommendations helped inform the client’s strategic roadmap, ensuring that product offerings align with evolving consumer demands and position the brand for growth in a competitive market.

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

Stay updated with industry insights
and our case studies.

You can unsubscribe at any time. Read NorthSide's Privacy Policy.