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System Integration CompanySeven years of 30–50% margins from three overlooked niches
Up against Indian and global giants with a product not quite at par and no cash for marketing. Competing head-on was never realistic.
The situation
A small systems integration company up against Indian and global giants, with a product that wasn't quite at par and a cash flow problem that ruled out any real marketing spend.
Competing head-on wasn't realistic. The company needed a way to win that didn't depend on outspending much larger rivals.
What we did
- Ran a SWOT analysis and a close read of the market, finding the product needed only minor customisation to own three overlooked niches.
- Electricity boards, for an application transmitting voice through power lines.
- Housing colonies and commercial buildings needing out-of-turn telephone connections.
- The Department of Telecommunications, which needed load-test generators to test main telephone exchanges.
- Delivered customised solutions for all three segments inside a year.
Where it stands now
With no competitor able to match the functionality on offer, the company commanded 30–50% margins and strong market share across these niches for close to seven years.
That was enough to resolve the cash flow problems entirely and build reserves to fund its next move into other business areas.
years of 30–50% margins and category leadership