Positioning of digital player in money and valuables transportation

Assignment

JBR was asked to research its client's positioning in different geographic markets and what the potential and commercial feasibility is of entering a new geographic market.

Background

Our client specializes in professional cash and valuables transportation, offering a total solution for different types of retailers. To capitalize on identified growth opportunities, our client approached several investors in 2018 to obtain growth financing. An investment proposal was prepared as a rationale for this financing request.

Problem Statement

After studying the investment proposal, additional questions arose from a potential investor that needed to be answered in order to make a conclusive investment case. Key questions here were the suitability of our client's positioning and uniqueness compared to competition, the potential and commercial feasibility in the new market, and the advantage our client has over other players.

Our contribution

JBR answered the potential investor's questions by analyzing the two geographic markets separately through desk research, interviews with industry experts, current and potential customers, and a commercial partner of our client.

With respect to the current geographic market, the positioning of the client was examined by, among other things, analyzing the competitive landscape and identifying the unique selling points of the proposition plus the main reasons for customers' choice of our client. In addition, the commercial feasibility of the commercial forecasts was evaluated in light of market dynamics and the client's strategic position.

The potential in the new geographic market and the commercial feasibility of the forecasts were examined by considering, among other things, the size and dynamics of this market, the competitive landscape, the unique selling points of the proposition in this market and the market potential.

The result

The findings were reflected in an addendum to the original investment proposal and discussed with our client's management and the potential new investor. Based in part on this addendum, the investor decided to proceed with the investment.