Turquoise Set to Beat the Competition

Turquoise Technology has a product development strategy determined by what customers need and want. They secured this insight through the efforts of Folsom Point.

Challenge

Their first product, the ContentCube™, is a network appliance that captures, stores and manages digital content. But instead of building a product that would satisfy the whims of product engineers, the company wanted to gather customer requirements and understand the day-to-day processes within marketing organizations, IT departments and creative agencies.

Creative artists lose one to two hours per day searching for and managing digital content. In fact, the market was flooded with asset management software and hardware storage solutions. Turquoise needed a thorough analysis of the competitive landscape and how customers perceived the myriad of products.

Solution

To help shape the product development strategy, Folsom Point:

• Researched the industry environment to determine the rate of growth within the category
• Conducted a competitive analysis of leading software vendors, service providers and hardware vendors to determine what customer segments were underserved
• Conducted a customer perception analysis using one-on-one interviews to understand the issues surrounding the storing and managing of digital content