Case Histories

Case histories are drawn from our consulting activities therefore the exact nature of the engagement is disguised somewhat. These brief cases below are intended to give you a sense of how our capabilities have been put to use by our clients. The case histories are organized by topic area as below:

• Assessing Value
  
• Licensing Options


• Subscription Pricing


• Price Structures


• Setting Price Levels


• Negotiating Deals


• Managing Discounts

In addition to Case Histories, we also have Articles & Publications and Presentations which can be viewed at no charge. Additional materials are available for purchase at the Online Store.

Assessing Value

Competition and Pricing Analysis

A CAD/CAM software developer was seeking information about its competitive position and pricing in the technical computing markets the company served. MarketShare contacted industry experts as well as customers and developed an analysis of the company's position and prospects.

New Technology Valuation and Positioning Assessment

MarketShare undertook a research project, sponsored by several clients, to assess the impact of a new software technology. We gathered information from more than 100 end-users using market research techniques such as focus groups, mail and telephone surveys and conjoint analysis. Clients received an in-depth analysis and recommendations concerning use of the new technology and impact on product prices. The information in the report gave these clients a head start on pricing and positioning their technical software and hardware products in the market.

Licensing Options

Sales Channel Research

Several PC- and UNIX-based software companies offering high end applications wanted to find out how they could sell their products through value-added resellers. MarketShare conducted in-depth telephone interviews and analysis that supported recommendations about pricing and features required to sell through this channel.

Subscription Pricing

Price Structures

Pricing Strategy and Implementation

A client offering cutting edge internet software licensed their software in line with the internal architecture of their system. Discussions with customers and field sales suggested a way to package and price the software so key customer requirements were addressed and high discounts were avoided. Product sales, implementation and customer acceptance were accelerated.

Setting Price Levels

Price List and Discount Development

Faced with new competitive pressures, a technical software vendor asked MarketShare to develop a new price list and discount schedule. Based on customer feedback in focus groups and telephone interviews, MarketShare suggest repackaging the price list and discount terms instead of the massive changes management initially believed was required. The company's competitive and financial position improved substantially in the next 6 months.

Negotiating Deals

Negotiation Assistance

One client asked for assistance in a negotiation session that was to occur in 96 hours. By identifying the unique value added by the client's software, the client received a letter of intent that was 300% greater than expected. In another client situation, MarketShare was able to negotiate, in less than 30 minutes, an offer that was 36% higher than initially proposed.

OEM Sales Prospecting

A Japanese laser printer manufacturer wanted to identify potential OEM's in the US. Through our network of contacts, MarketShare identified an OEM and helped our client negotiate a multi-year/multi-million dollar contract.

Managing Discounts

Salesforce Discount Behavior

A client with a major telesales function was concerned that discounts were becoming unmanageable. We identified the source and magnitude of the scheduled and negotiated discounts. Once identified, MarketShare developed a sales compensation scheme that worked in concert with the client's existing incentive compensation program.

Don't forget to look at Articles & Publications and Presentations, and visit the Online Store.