Powering the Go-To-Market Strategy for this Innovative BESS Company.
CLIENT PROFILE
A BESS (Battery Energy Storage Systems) solutions provider developing innovative energy storage solutions for utilities, commercial and industrial (C&I), and residential markets, aiming to expand their footprint in North America and globally.
THE CRITICAL QUESTION
"“How do we successfully enter the challenging BESS market with our unique battery storage solutions?”
The company faced several challenges as they aimed to enter the BESS market: their marketing efforts lacked a unified strategy and coordination, causing misalignment with product development and sales efforts. Additionally, without clear market segmentation and positioning, their messaging struggled to resonate with target audiences. They also encountered internal inefficiencies due to underdeveloped processes and fragmented data insights, making it difficult to track progress and adapt plans accordingly.
THE PATH FORWARD
1. Market Mapping and Sizing
Conducted an in-depth market analysis covering energy consumption trends, the BESS market landscape, utilities, residential, and commercial and industrial (C&I) sectors. Key factors such as AI-driven energy demands, grid instability, government incentives, and competitive positioning were analyzed to build a data-backed go-to-market approach.
2. Segment Prioritization
Broke the market into three segments - Utilities, C&I, and Residential - with a tailored approach for each:
Utilities: Prioritized Canadian utility providers by market size and customer base.
C&I: Focused on high-growth sectors such as data centers (driven by AI consumption), EV infrastructure, and manufacturing hubs.
Residential: Identified this as a tertiary market to be accessed via partnerships and customer engagements.
3. Product Strategy and Messaging:
Developed compelling messaging aligned with each market segment and influenced product development to align with market needs. Advised the CTO and COO on strategic product improvements to align with key market demands.
4. Financial Positioning and Fundraising Support
Built unit economics models, strategic narratives, and market analyses to strengthen fundraising pitches, grant submissions, and financial projections.
5. Leadership and Operations
Operating as Fractional Chief Strategy and Operations Officer, we implemented OKRs, improved internal communications, and developed the company’s value chain. We also oversaw marketing, sales, public relations (PR), and investor relations (IR) activities to ensure a unified approach.
THE LASTING CHANGE
Strategic Clarity: Clear path to market with prioritized segments and aligned positioning.
Operational Efficiency: Improved internal operations and cross-department communication.
Market Awareness: Enhanced brand narrative and visibility through targeted communications and PR.
Foundational Growth: A strategic framework that supports both short-term wins and long-term scalability.
HOW TROPOLY CAN HELP
Structuring, positioning and getting products and services to market is part of our strategic wheelhouse. If you're looking to enter a new market, or expand in an existing one with a new offering, reach out to us to learn how we can get you from point A to point B successfully.
TEAM INVOLVED
Neel Singh
Partner, Strategy and Operations
neel@tropoly.io | 778 772 5500 LinkedIn