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StartUps, Inc. |
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The home of upstart startups. |
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For more information: |
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Case Study |
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Equatel started with a product deficit and no clear picture of its market or strategy. After several unsuccessful rounds of outside product development StartUps, Inc. brought all product development in house, defined the market, created marketing goals and product directions, business strategy, and identified further niches and growth opportunities. The marketing campaign combined creating and shaping equatel’s brand, trade show exhibits, public speaking engagements, media appearances, and a website where the lead element was a 2-minute flash presentation that showed all the product’s features and benefits, and received much praise from industry executives. The marketing literature included brochures, the website, white papers, and inserts in two languages. The success of the marketing campaign brought with it a tremendous amount of contact information and so we implemented a CRM system that kept several hundred contacts throughout Africa regularly updated about equatel’s progress. We also created a methodology for managing the logistical needs of the company’s global production. We recognised that the platform the company was building was not competitive and lowered production costs while improving the product’s robustness, features, and MTBF. In addition we designed a management system for real-time monitoring and maintenance, and created a complete solution in place of a single product. Dealing with customers through negotiations, proposals, joint venture arrangements, and reviewing legal work, we also created the “Business Case For Africa”, assisting cellular operators in integrating this new business line into their operations, and showing them how to generate substantial revenue. |
equatel |
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Cellular Public Telephones for Africa |
