Defining a New Product
for the SMB Market
WE WANT TO PURSUE A NEW PRODUCT OPPORTUNITY How should we define the product to maximize success in market? Who is most likely to use and buy this product? How should it be priced?

We are working with AT&T to support the development and launch of a new product. AT&T asked High Start Group to help define the product, target segments, feature prioritization, pricing, and value proposition.

The work

Multi-stage primary research including brainstorm sessions to identify key needs in target segments, focus groups for product feature prioritization, detailed interviews to understand example use-cases, usability testing to improve the user experience, and quantitative surveys (max-diff, conjoint and cluster analysis) to determine pricing, ideal features, and product bundles.

The result

This project has allowed AT&T to optimize their product offering, value proposition and pricing for each target segment. Additionally, it has resulted in a clear outline of additional features and services for the product roadmap.