Homeland Security Market - Project Case Studies
Projects:
- US and Global Forest Fire Fighting Market-Advanced Technology Opportunities Market Assessment
- Critical Infrastructure Point of Entry, Perimeter Protection-Market Opportunity Assessment
- IT Solutions and Services- Government Budget and Contracts Opportunity Assessment
- Chemical-Biological Detection Technology-Government- Funded Technology Contract Opportunity
- US Federal, State and Local First Responders-New Tactical Communications Solution Assessment
US and Global Forest Fire Fighting Market-Advanced Technology Opportunities Market Assessment |
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Problem |
A aerospace defense company with multiple business units and broad technology capabilities was interested in assessing if the US and global forest fire fighting market represented a real opportunity for new business growth. Increases in forest fire activity had alarmed both US and foreign countries (Australia, Russia, Greece, etc.) and it appeared governments at many levels as well as EU, NATO, and UN agencies were poised to increase spending for new high technology solutions to address this growing problem. STS client had extensive capabilities in manned and unmanned aircraft, ground vehicles, communications, training, logistics, other technology solutions needed a customized analysis of this emerging market. Key questions for the US market included: Is this market real for us? What solutions are now being used? What are future priorities and budget plans? Who are the key government agencies involved, the major decision makers and influencers, the lead legislative committees, and key individuals in Congress who will potentially shape policy in this area. |
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Solution |
STS first step was to meet with Client to review in detail its unique capabilities which could potentially be utilized or enhanced into fire fighting solutions. STS then assembled select and relevant secondary research, in the process building a list of key government and industry experts who could provide objective insight on this market opportunity. STS structured its analysis into six subject area: 1) The present market landscape (current governance, policies, budgeting and spending, drivers for change), 2) existing and needed fire fighting tools, 3) feedback on perceived value of advanced technology solutions relevant to client capabilities, 4) addressable market size and growth by key opportunity segments, 5) strategies client business units should pursue to best penetrate this market, and 6) Competitive threats and potential risks involved. STS worked closely with its client every step of the way as the research and analysis unfolded, providing updates at 25%, 50%, 75% levels, as well as an in person final presentation to a broad range of key client and business unit executives |
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Result |
As a result of STS research and analysis which was strictly customized around client specific capabilities, three high potential new business directions were identified in the forest fire fighting market for which this client was uniquely suited. STS client was then able to engage with top management and present not only new solution and design concepts, but also detailed justification for potential revenues and business case justification. |
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Critical Infrastructure Point of Entry, Perimeter Protection-Market Opportunity Assessment |
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Problem |
STS Client, a leading supplier of emergency, land-based arresting systems for commercial and military aircraft was seeking to diversify and expand its business in the homeland security critical infrastructure market with an initial line of lethal and non-lethal point of entry and perimeter security solutions to deal with vehicle threats. STS Client had developed a series of initial product designs in response to requests from several government and commercial customers with unique perimeter security challenges, and needed to validate if it should further invest in the Homeland Security Market. Key questions STS Client faced included: Should they expand into this market? Which markets should they target? What capabilities should they engineer into their offerings to meet the most important market segment and customer requirements? What is the addressable market size and growth potential in homeland security market partitioned by key product and customer segments? Overall, what will make this company successful? What greatest risks would they face in market entry? |
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Solution |
STS' first step was to break down the broader Homeland Security Market into highest potential segments based on a reasoned process considering both the unique attributes of the Client's offerings as well as market relevance. STS identified 23 discrete critical infrastructure potential target markets including Nuclear Power Plants, Military Bases, Chemical Plants, Oil & Gas Refineries, National Labs, Border Crossings, Embassies, Airports, Electricity and Coal Fired Plants, Dams, Coast Guard & Maritime, Courthouses, Historic Landmarks, Public Assembly and Sporting Venues, Pharmaceutical Labs, Resorts and Lodging, Hospitals, Railroads, Mass Transit, Reservoirs, Law Enforcement and Fire, and Highways. Based on a series of logical filters (e.g. Physical Security Mandates/Timetables, Relative Potential for Catastrophic Damage, etc.) STS ranked and scored the attractiveness of each market on a weighted basis. This resulted in a short list of eight final markets within which STS conducted in-depth research surveys among knowledgeable, direct decision makers on physical security solutions. Key questions included: Current security solutions utilized? Advantages, disadvantages of STS Client offerings? Decision process to purchase new security systems? Most important locations for security? Other suppliers, Current competitors? Suggestions for STS Client market expansion strategy? Product pricing expectations? Level of purchase interest-by market and product? Other markets STS Client should target? |
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Result |
As a result of STS step-by-step custom research approach, Client was able to confidently make a fact-based, supported decision on market entry and expansion for its particular product line. Client acknowledged STS custom approach provided critical insights on the business case for their particular products, and was significantly more useful than general market research and hypothetical output they so often see from other firms. | |
IT Solutions and Services- Government Budget and Contracts Opportunity Assessment |
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Problem |
Due to significant shifts in US government IT budgets, programs, and competitive activity, a leading supplier of Government IT communication equipment and services to Civilian and Defense agencies required an outside, expert view of its five-year outlook. This covered DOD, DHS, Justice, Commerce, HHS, and other agencies. Key factors such as wireless, infosec, VOIP, IpV6, secure networks, WiFi, VPNs, biometrics, RFID, COTS, and continuity of operations were major underlying drivers. | |
Solution |
STS built a detailed analysis based on published government budget data, recent industry reviews, and input from key experts. STS analysis was organized in multi-page spreadsheets showing government agencies, programs, addressable content, projected timetable, and other details. Potential opportunities were scored high, medium, low. A value-chain map was developed step by step with client reviews at the 25%, 50%, 75%, and final 100% levels, allowing for client input as the larger picture took shape. | |
Result |
Client was able to accelerate its internal planning process by six months as a result of its ability through STS research to understand the size of market opportunities relevant to its offerings. Client was also able to select specific initiatives with nearest-term payoff (1-2 years) and strategically assess taking positions in other, longer-term programs (3-5 year payoff). Client also directly utilized this data to guide strategic choices regarding technology investment, partnerships, acquisitions, and new employee hires. | |
Chemical-Biological Detection Technology-Government- Funded Technology Contract Opportunity |
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Problem |
A leading manufacturer of monitoring instruments (primarily for industrial chemical plants) was seeking to expand its business into homeland security and defense markets. A growing market was developing for advanced instrumentation to monitor domestic and battlefield terrorist threats (weapons of mass destruction) from complex chemical, biological, radiological-nuclear, and explosive agents. STS client was confident it had technology solutions to offer, but needed a detailed understanding of DHS and DOD requirements, market size and potential, competitor positions, and optimum opportunities to pursue. | |
Solution |
STS researchers, experienced with a wide range of defense contractor capabilities, as well as latest DOD (P-1, O-1, R-1), DHS budgets and breakdowns, were able to accurately develop an original, bottoms-up program level-custom analysis and rationale that identified, calculated, and described the major growth-opportunity areas for its client. STS coordinated its efforts through top client management, and directly with individual business units as appropriate. Final report also identified logical adjacent and migratory growth areas within DOD and DHS domains. Calculations included both addressable as well as available market potential. | |
Result |
STS Client, struggling with business unit overlaps, fragmented program positions, limited DOD budget focus, acquisition digestion and stovepiped divisions, was able to develop and implement a streamlined business plan wrapped around market demand, reduce conflict, and set goals more rationale to market demand. | |
US Federal, State and Local First Responders-New Tactical Communications Solution Assessment |
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Problem |
A leading manufacturer of safety and communications equipment for industrial markets (with limited government sales at that point) was seeking to expand into state, local, and federal security markets. Company had a unique communications solution with application for police work, riot control, tactical teams, border patrol, anti-terrorism, fire protection, public safety, Coast Guard, FEMA, and other federal agencies. Prior to making further investment, company needed to validate market acceptance for its particular solution: growth, pricing, major customer segments, key competitors, determination of business sustainability. Company also wished to energize an underutilized rep organization covering local, state, and federal government customers, including major buying commands (thru GSA schedules). | |
Solution |
STS segmented the broader market (federal, state, local government) into 12 logical partitions, analyzed available secondary data for initial projections, and conducted in-depth research interviews with a representative cross section of 55 key decision-makers in ten customer segments. This tailored analysis provided client with measurable and supportable demand calculations for its offering, with underlying reasons, enabling it to make fact-based investment decisions, based on logical scoring established by STS, as well as other critical data points from the final research summary. Client also made follow-up sales presentations face-to-face with eight of the decision makers interviewed by STS. | |
Result |
Client accelerated its internal sales and product development timetable by over six months as a result of the actionable detail and calculations provided from STS. Client product offering eventually became a key building block in a series of new offerings in this company’s homeland security and military market portfolio. | |