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Creative Metier Change the way you see your future ……….. Getting Your Idea to Market Glynis Rankin, Director, Creative Metier Limited 21st November 2007 Creative Metier Limited Creative Metier Limited established April 2005 Developed sophisticated world class online software programme designed to replicate the face to face interactions that take place in career development and career coaching © Creative Metier Ltd 2007 Business rationale (1) • Companies invest heavily in talent management, leadership development and diversity • One to one coaching and workshops around career development are expensive and take valuable company time • A relatively small population can access these resources © Creative Metier Ltd 2007 Business rationale (2) • Online resources are largely text based designed for low band width transmission and have relatively poor take up • Recognition that in a rapidly changing environment people constantly need to reorientate and need tools to help them to do that © Creative Metier Ltd 2007 Creative Metier Identified need for: • A new generation of on line learning resources that take advantage of the wide availability of broad band • Can supplement face to face interaction adding value for the individual and the company • Reduce costs of coaching and mentoring around career decision making © Creative Metier Ltd 2007 © Creative Metier Ltd 2007 Creative Metier v-interactive New product: • Available to whole populations or particular groups • Easily customised both in terms of content and branding for individual clients • Sophisticated and ahead of the market • Endorsed by key players in the market place © Creative Metier Ltd 2007 Go to market strategy (1) FY 2006 – 7: Beta test Develop initial client relationships Develop support resources and systems • Browser compatibility • Facilitator training for qualified coaches • 24/7 technical and learning support © Creative Metier Ltd 2007 Go to market strategy (2) FY 2007 – 8: 5 blue chip companies pilot, place second orders and move towards wider roll out FY 2008 – 9: Add additional 3 companies Develop resources for public access © Creative Metier Ltd 2007 Marketing strategy • Use existing network in leadership development, talent management and diversity • Partner with non competing companies to support their proposition and access their clients • Build client base slowly as experience of delivery develops © Creative Metier Ltd 2007 Marketing strategy Develop mix of: • Smaller purchasers – shorter decision making times – larger number of clients so risks are spread – shorter payment cycles • Large corporates – Purchasing decisions can be long and slow involving many stakeholders – Payment cycles are slow – Need to see capacity to deliver on large scale – Fewer clients can be serviced © Creative Metier Ltd 2007 Lessons learned (1) Where are you? • We were a small relatively unknown executive mentoring company What is your market? • Ours is large corporates – talent management, leadership development and diversity functions © Creative Metier Ltd 2007 Lessons learned (2) Long timescales required to: Establish brand of a new company Get an innovative new product to market And the scale of the resources required to do that © Creative Metier Ltd 2007 What would we do differently? Plan and finance for longer timescales Narrow focus to one market segment and establish initial position Use more aggressive PR at an earlier stage “You can only really learn about business by being in business” Duncan Bannatyne © Creative Metier Ltd 2007 Creative Metier Change the way you see your future ……….. Getting Your Idea to Market Glynis Rankin, Director, Creative Metier Limited 21st November 2007