VCW for BTA: Identifying the Most Attractive Geographic Market
Targeting governments in Texas, USA with an Earth Observation-based risk assessment service for critical infrastructure.
Which is the most attractive geographic market for BTA to enter? BTA: provides customers with insightful and understandable data to support the risk assessment of critical infrastructures via EO
This project utilizes the Value Creation Wheel (VCW) framework to determine the most attractive geographic market for BTA to launch its Earth Observation (EO)-based risk assessment service for critical infrastructure. The analysis focuses on identifying a market with a high concentration of critical infrastructure and a government receptive to innovative solutions.
Overview:
BTA aims to mitigate the risk of disasters related to critical infrastructure by providing insightful and understandable EO data to support risk assessment. The team conducted a thorough analysis, including industry overview, competitor analysis, and stakeholder mapping, to identify potential markets. They used brainstorming and the POKA method to generate and refine filters. The VCW funnel and MCDA analysis were used to evaluate potential markets, leading to the selection of Texas, USA, as the optimal location.
Process:
The team defined the problem, analyzed the macro environment, identified potential customers and stakeholders, and established KPIs. They brainstormed solutions and filters, applied the POKA method, and used the VCW funnel and MCDA analysis to evaluate potential markets. Texas, USA, was selected as the target market due to its high concentration of critical infrastructure, risk of natural disasters, and government support for innovation. The team then conducted a competitor analysis, developed a prototype platform, and designed a marketing mix.
Key Takeaways:
Critical Infrastructure Risk Assessment is Crucial: Effective risk assessment is essential for preventing disasters and ensuring the safety and well-being of society and the environment.
EO Data Provides Valuable Insights: EO data enables dynamic monitoring and early detection of risks, facilitating proactive maintenance and mitigation measures.
Texas, USA, Presents a Significant Market Opportunity: The high concentration of critical infrastructure, coupled with government support for innovation, makes Texas an attractive market for BTA's service.
Government Partnerships are Key: Collaborating with governments ensures access to critical infrastructure data and facilitates the adoption of BTA's service.
Continuous Innovation is Vital: BTA must stay ahead of the competition by continuously improving its AI-based recommendations and user-friendly platform.
Conclusion:
BTA's strategic use of the VCW framework demonstrates how a data-driven approach can lead to informed market selection and service development. By focusing on the specific needs of governments in Texas, USA, and leveraging EO technology and AI-powered analytics, BTA is well-positioned to launch a successful risk assessment service that contributes to the safety and sustainability of critical infrastructure.