An established global organisation was developing a new generation of modular newsroom solutions built upon an integrated common platform. The solution was to be offered via a software-as-a-service (SaaS) model. The client sought to provide an upgrade path for existing users of its legacy product and new users of competing newsroom computer system (NRCS) products.

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• The primary challenge was defining a clear go-to-market strategy for the new modular news technology.
• The client required a clear understanding of the market need, potential buyers and effective product packaging.
• It needed an accurate forecast of the addressable market and insight into the competitive landscape.

• The project focused on determining optimal product packaging and defining the addressable market and buyer needs.
• Research involved:
  1. Conducting primary research interviews with newsroom technology buyers
  2. Identifying packaging and bundling approaches
  3. Identifying key competitors and assessing their market positioning
  4. Analysing market receptiveness to modular components versus bundles of pre-integrated tools
  5. Segmenting and quantifying the total addressable market (TAM) for the new modular product suite, including forecasting potential market share targets
  6. Identifying key buyer pain points and drivers for change
  7. Creating account planning targets and sales battlecards to support strategic sales engagement
• The methodology leveraged existing market sizing and deployment data combined with expert-led interviews to validate the solution's fit and develop product positioning and messaging.

• The project delivered actionable insight across two comprehensive reports.
• Caretta Research provided clear strategic recommendations on product modularity and bundling approaches.
• The findings enabled the client to set out a recommended go-to-market strategy for each key market segment, including SWOT analysis and key messages.
• Caretta Research successfully modelled and forecast the addressable market for the new SaaS product suite.
• The final outputs included the identification of suitable commercial models.