Mitra Delivers an Outcome- Driven Roadmap for Scalable Growth & Expansion
How Decipher Innovation defined new markets and built a scalable delivery model with Mitra AI
About Decipher Innovation
Decipher Innovation is part of the Jacob Bailey Group, a collective of award-winning Creative Business Services agencies, each with their own niche specialism. Decipher Innovation was born when Mitra partnered with Jacob Bailey to build a digital marketing boutique service, delivering software products that not only help solve a business issue, but also provide genuine business intelligence. DestinationCore is Decipher Innovation’s principal product, a Place Marketing website platform that delivers analytics on the effectiveness of all digital marketing activity.
Opportunity
Decipher Innovation sought help with finding new markets and the development of a delivery model that reflected their expected growth. They asked Mitra AI to help them identify potential markets and to undertake an assessment of the entire customer experience. Decipher Innovation required support and training across their business to scale the delivery model from the anticipated growth.
Solution
Mitra AI kicked off the project with a thorough investigation of the market, the product and the support and delivery mechanisms within Decipher Innovation. Using market segmentation techniques, Mitra AI identified subsets of the intended market based on demographics, needs, priorities and common interests. The research defined market segments as small, medium and large, grouping Business Improvement Districts (BIDs) and Destination Management Organisations (DMOs) with similar characteristics together. The product packaging was also analysed based on these identified market segments.
Multiple studies were undertaken and delivered:
Product analysis, pricing and packaging
Customer journey mapping
Competitor analysis
Market Attractiveness Analysis: UK and global markets
Delivery governance model
Team scaling structure
Mitra AI arranged workshops with stakeholders across the company, including Account Management, Client Services, Senior Management, Technical Architects, Project Management and the Engineering Team. The sessions included mind mapping and product feature analysis against existing identified market segments. The collaborative whiteboard sessions also took insights from the global market research Mitra AI had undertaken, turning the recommendations into a roadmap of how to achieve the desired growth and scale the delivery model appropriately. The roadmap, although developed by Mitra AI, was a collaborative undertaking, being validated by the client throughout the project.
Key Solution highlights include:
Detailed Market Analysis:
Identified UK and global markets using market segmentation techniques. Reported on the demographics with an understanding of the pain points and sources of funding.
Cross Team Collaboration:
Teams across Decipher Innovation attended workshops to turn the demographic and market analysis into a detailed, target specific roadmap.
Scalable Delivery Model:
The detailed analysis undertaken allowed Mitra AI to advise the client on how to move forward with a scalable delivery model, to deliver innovation to clients faster and more efficiently.
Impact
Identified three products and multiple variants within each product according to different target market segments, the new product packaging and variants are now in motion
Marketing development opportunities by identifying additional customer segments
A list of new markets in priority order from the Market Attractiveness Analysis
A comprehensive, target driven roadmap detailing how to achieve growth
A secure and scalable delivery model
"Trusted partnerships are crucial for an organisation to unlock access to specialist skills, expertise and resources if they are to offer their clients the full spectrum of cross-border, strategic and technical services. Jacob Bailey Group’s joint venture partnership with Mitra Innovation led to the creation of Decipher Innovation to enable just that, and is testimony to how successful and collaborative partnerships should work.”"
Shaun Bailey CEO, Jacob Bailey Group