UK Business Incubation
UK Business Incubation (UKBI) has been the UK's principal and successful authority on incubation, incubation development and good practice since 1999.
The Challenge
Ahead of a strategic review of its business and the development of forward plans, the client required an assessment of its market; specifically, the views of stakeholders (UKBI members and non-members) regarding perception of UKBI, its performance, role and what the incubation community would like to see it deliver.
The Solution
We worked with key internal and external stakeholders to review existing positioning and perceptions, through a programme of semi-structured telephone and face-to-face interviews. These covered Success Criteria; Products & Services; Risks and Conflict; and Communications. We analysed the response and presented the findings together with a comprehensive assessment of how this should impact UKBI marketing and business development programmes.
We covered:
- Key stakeholder issues
- Market positioning for UKBI
- Brand and communications strategy
- Products and services strategy
The Difference
Key concerns were confirmed and new ideas highlighted, enabling business planning to move forward with clear direction, appropriate resource and a real customer focus.
The client used our market position recommendations to improve the content and tone of voice of online and offline communications, which are now more consistent, more focused and based on a deeper understanding of their customers.
"Peter and Richard brought both rigour and understanding to a sensitive but critical brief, and their work was conducted in a highly professional manner. The insights and recommendations they provided have informed our business development going forward. The marketing frameworks in particular were excellent - not only comprehensive but very practical."
– Peter Harman, Deputy CEO, UK Business Incubation
