Go-to-Market strategy for a video Synopsis technology company penetrating the security market

Situation:
A Startup company has invented a amazing Video Synopsis technology enabling watching hours of video footage within seconds. The company had initially aimed at the consumer market, but this required an expensive branding campaign in order to penetrate the market.

Challenge:
The company needed to find another market where their offering could fit in. They were seeking for rapid market penetration at limited marketing budget.

Solution:
The growth management consulting project focused on identifying unmet needs in the security market, where the company's technology could be attractive. After reviewing many potential market segments and use cases, it appeared that Video Management System (VMS) vendors are constantly seeking for differentiating features, and that the company's technology addresses a strong unmet need. The next project phase included alliances with global VMS leading players, and shortly the company's offering was introduced to the security market by the VMS partners' providing significant exposure at minimal marketing budget.

Benefit:
The Video Synopsis technology company shortly experienced initial sales in the security market and within few quarters became a standard feature among most of the leading VMS brands.