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Find the gap, design the proposition, take it to market.
Consulting · Corporate Intelligence
From market gap to launchable proposition.
Operators know the business segment is under-served. What they lack is the work between knowing it and selling into it: a sized market, a proposition a customer would actually buy, and a channel that reaches them. We do all three — embedded with your commercial teams, from the research report to the pilot plan.
Who does the work
Consultants who have run operator commercial functions.For operators and digital brands building or relaunching a business, SME or freelancer proposition — research the board can act on, a proposition ready for approvals, a channel plan with a pilot.
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White spaces mapped across one market — where every operator sells the same thing and nobody sells what the segment needs.
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Partner categories in a single proposition, designed against stated customer needs.
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Pilot in one city before national launch — so the first month tells you whether to scale.
Stage one · Find the gap
sized, benchmarked, scoredBefore anyone designs a product, size the segment.
For a recent client in the Gulf that meant a full secondary-research study of the SME telecom market: an ecosystem of around 185,000 businesses meeting the national SME definition, its regional spread, the macro tailwinds from economic diversification and new compliance mandates, and an addressable-market estimate built top-down from operator disclosures and bottom-up from segment counts and spend — with a scenario range and a confidence score on every estimate. Around that core we benchmarked the market's four operators on positioning, pricing, fixed-broadband offers, partner ecosystems, marketing and share of voice, channel infrastructure and acquisition cost — and the customer-experience signals that exist for a segment nobody reports on separately.
The white-space map · six gaps in one market
Consumer plans in disguise
Business products that are consumer plans with a group feature bolted on.
One-stop-shop claims
Everyone promises it. Nobody fully delivers it.
Payments left outside
Getting paid still sits outside the connectivity bundle.
Acquire, then forget
Acquisition-heavy lifecycle management with weak retention.
Security without compliance
Cybersecurity products that stop short of a compliance-ready package.
Onboarding still analogue
Digital onboarding handles a small minority of activations.
Each gap became a candidate proposition with a partnership priority attached.
Stage two · Design the proposition
A gap is not a product. This is the distance between them.
The next stage turns a gap into something a customer would sign for and a finance director would approve. The worked example: a package for the country's registered freelancers — a segment of more than two million people who are digital-first, work from home or shared spaces, and whose stated needs go well beyond connectivity.
The bundle, built on five stated needs
Credibility, getting paid, reliable data, productivity tools and access to finance — connectivity at the core and four partner categories around it: a digital identity kit, a payments account with tap-to-pay, an Ai productivity subscription, and pre-qualified access to small-business lending. The message written as customer outcomes, not features: be discoverable, be responsive, be professional, be efficient, be funded.
The discipline behind it
- Benchmark against every comparable offer, so the price is set against alternatives the customer can see
- Price below perceived value — estimated component by component, with partner economics laid out line by line
- Build the base case: year-one subscribers, monthly gross margin per subscriber, first-year revenue
- Design the channel mix from the start: digital-first sign-up, partners, instant retail activation, community events
- Sequence the launch: approvals, partner agreements, digital journey, a one-city pilot, then national
Stage three · Take it to market
simple, measurable mechanicsSell where the segment gathers.
Propositions for businesses and the people inside them are sold where those people gather. For the same client we designed a roadshow model that takes fixed and mobile offers directly into residential communities and employers.
01 · AlignPartner with the hostsCommunity management or the employer's HR function
02 · Ask firstSurvey before the eventWhat benefits and giveaways would matter — the offer tailored to the answers
03 · Activate on siteEngage, subscribe, switch onSet up, sign up and activate on the spot
04 · ReportConversion after every eventMonthly targets, a giveaway budget line, a pilot, a scale-up plan
Offers carry commitments with benefits tiered by spend — and each tier's extra benefit is capped below the acquisition cost it replaces, so generosity never outruns the economics.
What the client gets
Research the board can act on
The estimates, the confidence behind them, and the gaps that matter.
A proposition ready for approvals
Designed against real customer needs — benchmarked, priced and costed, with partners identified, and a base case finance, legal and product can approve.
A channel plan with a pilot
Targets, budget and a measurement loop, so the first month tells you whether to scale.
Operators, not theorists
Consultants who have launched and run operator commercial functions themselves, working inside your teams — and when it launches, we can run the operation too.
Get in touch
Have a segment you know you are under-serving?
Market research, proposition design and go-to-market planning for operators and service businesses in GCC. And when it launches, we can run the operation.