JBR was asked to research the positioning of its client in different geographical markets and what the potential and commercial feasibility is of entering a new geographical market.
Our client specializes in professional cash and valuables transportation and offers a total solution for different types of retailers. In order to cash in on identified growth opportunities, our client approached several investors in 2018 to obtain growth financing. An investment proposal was drafted to substantiate this financing request.
After studying the investment proposal, additional questions arose from a potential investor that needed to be answered in order to make a conclusive investment case. Key questions were the suitability of our client's positioning and its uniqueness compared to the competition, the potential and commercial feasibility in the new market, and the advantage our client has over other players.
JBR answered the potential investor's questions by analyzing the two geographic markets separately through desk research, interviews with industry experts, current and potential customers, and a commercial partner of our client.
With regard to the current geographical market, the positioning of the client was examined by, among other things, analyzing the competitive field and identifying the unique selling points of the proposition plus the main reasons for customers' choice of our client. In addition, the commercial feasibility of the commercial projections was evaluated in light of the market dynamics and the strategic position of the client.
The potential in the new geographical market and the commercial feasibility of the forecasts were examined by looking at, among other things, the size and dynamics of this market, the competitive environment, the unique selling points of the proposition in this market and the market potential.
The findings were presented in an addendum to the original investment proposal and discussed with the management of our client and the potential new investor. Partly on the basis of this addendum, the investor decided to proceed with the investment.