CONFIDENCE ACROSS NATIONS
Finding strength in differentiation
The big business challenge
Simple yet complex - how should Provet Cloud position itself for growth in new markets?
Provet Cloud’s software helps veterinary practices run more effectively. A well-established business in the Nordics, their core business strategy was rapid expansion into new markets. The challenge was how to create a proposition and messaging that would engage and cut through with an audience that’s notoriously tricky to sell into if you are relatively unknown.
The resolve
Simple yet complex - how should Provet Cloud position itself for growth in new markets?
Provet Cloud’s software helps veterinary practices run more effectively. A well-established business in the Nordics, their core business strategy was rapid expansion into new markets. The challenge was how to create a proposition and messaging that would engage and cut through with an audience that’s notoriously tricky to sell into if you are relatively unknown.
Deep dive immersion
To build awareness and interest, Provet Cloud’s marketing and sales teams were keen to start developing tools to be able to effectively communicate with prospective customers in each of their territories. However, they lacked a united, overarching brand proposition to give them much needed clarity and direction. One that was both compelling and allowed for operational and cultural differences between markets.
We started by immersing ourselves in Provet Cloud’s world. We needed to identify key themes, influences and opportunities that would shape the brand’s positioning. We looked at their strategic drivers and critical success factors, we evaluated their product and its competitors, and researched the state and future of the veterinary industry.
Extracting true differentiation
This led to the formulation of a handful of possible approaches. To add validity and narrow down the approaches, we conducted research with existing and potential Provet Cloud customers alongside running value proposition workshops with each of the in-country teams.
We then constructed a global Provet Cloud value proposition accompanied by a comprehensive brand promise and messaging framework. This provided the teams with the right foundations for their marketing and sales communications, as well as highlighting the need to address how they visually presented the Provet Cloud business.
The resolve
Shepherd's goals were big, and as a start up there was lots to do. Over the course of two years we helped Shepherd navigate and conquer challenges concerning positioning, go to market, growth, partnering and fund raising.
Success & impact
The outputs of our work are being used to guide marketing and sales initiatives across the business. Teams are now able to be more time efficient, unified and informed in their corporate communications.
As well as giving their team the kick start they needed, the process has also engaged and enthused everyone across the Provet Cloud commercial team.
“The thing that impresses me the most working with Perfectly Picked is their ability to inject humour and humanity into strategic business conversations, honing in on the right balance of professional meets personable."
Michael Gastaldo
Global Head of Marketing, Provet Cloud
