Selecting the Opportunity

Which products and services should we be taking to which markets?

How do we ensure that our product compares favourably to that of the competition in the eyes of the buyer?

To answer the first question management needs to take a good look at the "prospects for profitability" of different market opportunities and marry these to the company's "competitive capability".PP CC Mapping

There are many tried and trusted ways of doing this. Our approach which we have deployed many times as industry participants and as consultants is based on the Shell Directional Policy framework.

We work with you to adapt the suite of questions adapted to your particular circumstance and then lead you through a series of workshops to identify the options available and to plot them on a grid with "prospects for profitability" as the y axis and "competitive capability" as the x axis.

This enables you to:

"enstra's proposition development process was a real boon for a hard charging team focused on managing the here and now issues resulting from very rapid business growth. The process was creative, both cost and time effective in addition to being an enjoyable experience for all

involved. The approach used combined ideas from within the business at all levels with the independent view of industry experts to produce a long list of potential offerings. The enstra team were then able to use their deep industry experience to produce high level business cases for each option to enable rapid screening so we could focus on a few "big ideas" that would make the most money for our customers - and hence ourselves."

Ewan McConnell - General Manager British Energy Direct Supply

"enstra worked with Fujitsu's Utilities Business Unit to develop a Utility Sector Business Strategy which included the segmentation of the sector and the creation of a segment oriented Proposition Portfolio supported by Go to Market approaches and Strategic Marketing."

Ian Campbell - Utilities Industry Consultant, Fujitsu

To find out more how we could enable you to plan your product and service portfolio through the deployment of our competitive positioning framework please contact Peter Franklin on +44 (20) 8780 3313 or email

The Internet of Energy

Read the recent article by Ian Campbell of Enstra on the coming of age of the Internet of Energy based on his insights from being chair of the Smarter Homes and Buildings group at the EUA.  You can read the article by clicking here.

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