Providing Surround with a strategy and target business model to drive growth​

We helped Surround define a strategy and future-state business model that clearly articulates their value proposition, competitive differentiation, and target market segments that will deliver the most value to customers and shareholders.

The Challenge 

Surround is an organisation that helps improve the decision-making capability of organisations through innovative technology products, their vision is to ethically solve the world’s most complex data and metadata management problems to achieve real-world outcomes. Surround was a new entrant in an emerging market that provides semantic analysis using knowledge graphs, augmented intelligence, and machine learning. The business has goals to enter new markets, increase product licensing revenue, and attract potential investors to scale its offerings. The Surround C-suite engaged Evolve&Amplify to help the business reach new heights through a design innovation driven business model redesign.

The Approach

Though a collaborative co-design process we created a new strategic framework and business model to enable Surround to turn its new strategy into actionable initiatives and measurable outcomes. The business model articulates Surround’s value proposition, competitive differentiation, and target customer segments that will derive the most value to customers and shareholders.

Additionally, we helped Surround expand their brand to target core customer segments through leadership, training, dedicated marketing operations staff and channel enablement via partners. We supported the Surround management team through ongoing coaching, we also helped to identify key target markets, segments, and customer personas.

Implementation of the go-to-market plans included brand communication campaigns, lead generation, sales support, and enablement. Engagement is now underway with Surround’s core customer base through digital marketing assets and a dedicated web page.

The Outcome

Evolve&Amplify’s strategic framework helped unpack how Surround’s business model and operations must transform to achieve its desired future state to deliver customer and shareholder value. The engagements on business model design, product segmentation, segmented value propositions, competitive positioning, and a beachhead go-to-market strategy for key product offerings, helped Surround scale its business and onboard major customers including Geoscience Australia and the Australian Government Department of Agriculture.