Growth-Powered
Equity Value Creation

Satisfying customer needs better than competitors is the key to growth-powered equity value creation for portfolio companies. Customers don’t want a product, they want to get their job done. The target customers' struggle to get their job done is what causes them to make a purchase. In our value creation process, we identify every step and need in the customers’ Job-to-be-Done. We create a precise and measurable understanding of how the customers struggle to get their job done. We structure each customer need with an action and a variable that are independent of any technology, product or solution. This gives us stable, measurable and actionable targets to hit for product innovation, and it aligns a portfolio company's product, marketing and sales team on the customers' unmet needs.

In our value creation process, we use the quantitative tools in our software to prioritize unmet customer needs and size the underserved segment of customers to target in a portfolio company's market. Our analysis identifies the customers who struggle with the job the most and who are willing to pay for a solution to get the job done faster and more accurately. We size the target underserved customer segment using the customers' willingness to pay to get their job done rather than the price of current products in the market. This is a more accurate way to identify a growth opportunity to target. And it mitigates the risk that a portfolio company invests in new product development that fails to deliver growth and destroys equity value.

A growth strategy is a portfolio company's choice of customer, Job-to-be-Done, and unmet needs to target. We start by identifying the optimal growth strategy for the portfolio company's product by identifying the customer needs the product currently satisfies. And we identify the optimal growth strategy for the portfolio company's product roadmap by identifying unmet customer needs that will accelerate growth and create equity value. Our software ensures that all of the critical stakeholders are in agreement with the growth strategy, and it keeps the product, marketing, and sales teams coordinated and aligned with the portfolio company's target customers. All without wasting time creating and reviewing PowerPoint presentations.

Our value creation process drives accelerated growth through product innovation. We identify the needs that the portfolio company's product satisfies in the customer’s Job-to-be-Done. And our software enables us to quantify how fast and accurately the product’s features satisfy customer needs. This establishes the customer value the product delivers and enables us to improve marketing messages, sales lead scoring, and sales messages. Understanding the value of the portfolio company's product using the target customers' job-to-be-done identifies the customers who are more likely to purchase. 

Beating competition is critical to growth-powered equity value creation. In our value creation process for portfolio companies, we identify the needs that competitors' products satisfy in the target customer’s Job-to-be-Done. And our software enables us to quantify how fast and accurately a competitor’s features satisfy customer needs. This establishes the customer value a competitor’s product delivers and enables us to identify weaknesses in competitors that the portfolio company's product, marketing, and sales teams can exploit to take market share, accelerate growth, and generate superior equity returns.

In our value creation process, we use our software to analyze a portfolio company's customer value and the customer needs its product satisfies. This enables us to work with the company's team to optimize marketing messages for growth. We identify the optimal position for the current product in the market and create marketing messages that explain how fast and accurately the portfolio company's product gets the customer’s job done. This improves the critical marketing metrics that generate equity value: increased qualified leads and decreased cost per lead. We use the same method to identify the optimal position and marketing messages for the roadmap features and product innovations we build and launch for the portfolio company.

In our value creation process, we use our software to analyze a portfolio company's customer value and the customer needs it satisfies. This helps the sales team score new customer leads and create sales messages and tactics focused on how the company's product gets the job done faster and more accurately than competitors. This improves the efficiency of the sales team by identifying which customer leads are most likely to buy the product. This improves the critical sales metrics that generate equity value for the portfolio company: increased close rate of new deals, and decreased the time to close new deals. We use the same method to identify the optimal sales lead scoring, sales messaging, and sales tactics for the roadmap features and product innovations we build and launch.

In our value creation process, we use our software to determine the revenue growth a portfolio company's product roadmap will generate. This is critical to de-risking the company's investment in new product development and ensuring that the roadmap generates accelerated revenue growth and superior equity returns . We work collaboratively with the portfolio company's team to ensure that the roadmap features target the optimal growth strategy. We ensure that the product, marketing and sales teams are all aligned and focused on the customer’s unmet needs when building the product roadmap to generate growth.