Space Market Case Studies

Government Budget and Programs Analysis-Opportunity Mapping Research-Space Based Solutions

Government Budget and Programs Analysis-Opportunity Mapping Research-Space Based Solutions Leading manufacturer of specialized systems for launch and space vehicles required a detailed assessment on changing requirements in US Government Space and Missile programs. Shifting budgets and changing space mission priorities, along with evolving rocket motor technology solutions, were primary factors at work. STS client faced many gaps in its future strategic roadmap, and needed highly granular insight and analysis on specific priorities and implications.

STS completed a detailed analysis of latest NASA initiatives, as well as changing DOD-related space programs and priorities. Research also involved direct contact with key program and planning personnel, as well as analysis of ten different suppliers offering a range of related offerings to similar domain customers covering a review of their changing technology, marketing and sales solutions.

With STS detailed research and analysis, client was able to validate as well as revise many of its internal assumptions, forecasts, and sales priorities. This allowed it to improve its focus and pursuits with greater assurance, resulting in a significant (+25%) increase in both revenue and margin compared to previous year.

Technology-Technology Trend Evaluation-Space-based components-Ka-Band Satellites

Leading provider of high-power amplifiers for space-based platforms was interested in quantifying the addressable market in Ka-band satellites. STS client was evaluating this opportunity in a rapidly changing telecommunications period, with both space-borne and terrestrial solutions vying for position. Iridium and Teledesic systems both were in serious financial trouble, a lot of general published research still promised an exploding Ka-band market, but client was very concerned that a market contraction was very possible.

STS conducted a detailed market assessment custom tailored to client's specialized solutions. This involved analysis of published data, but greater emphasis was placed on gathering direct input from key managers involved with major Ka-Band satellite programs. This included direct interviews with both prime contractors, system integrators, and government program managers in 15 key countries with Ka-band initiatives still on the books.

To client surprise, but honest relief, STS concluded many top programs would be significantly delayed or cancelled due to supplier financial problems and severe market overcapacity. This caused STS client to reduce its financial forecast, and focus on other areas of greater opportunity until the KA-band segment recovered. STS client was saved millions of dollars as a result of its decision to withdraw following STS research and analysis.

Technology-Technology Trend Evaluation-Space-based Components Explosives-Electronic Firing Units

Leading manufacturer of explosive and detonating devices for various military platforms was updating its strategic roadmap. Objective was to quantify largest growth segments particularly for electro explosives and electronic firing units potentially employed in major space programs such as Pegasus XL, Taurus, Sea Launch, Delta IV, space shuttle, and Atlas V.

STS prepared a detailed segmentation and market sizing of relevant space programs, identifying specific numbers of components including spares and re-supply unit requirements for each system, resulting in a five-year projection of both addressable and available market. This also included a ranking (high-medium-low) of key opportunities based on supportable research data and logical filters.

Client was able to accelerate its sales pursuit strategy and key marketing goal identification cycle by 75 days, allowing it to select and implement key initiatives, leading to a 22% increase in revenues vs. prior period.

Technology-Technology Trend Evaluation-Space-based components-Ku-Band Satellites

Leading supplier of space-qualified communication and transmission components for commercial and military satellites required a comprehensive update on future and projected US satellite programs, both military and commercial, expected to use a Ku-band frequency. This primarily covered initiatives managed through NASA and NRO program offices. Client required this detailed update to validate internal data on market opportunity and requirement assumptions.

STS compiled available published and program data into an organized spreadsheet, further confirming and revising its projections based on direct input from managing program offices and STS contacts at key space contractor locations. Data was analyzed by Agency, Employment (of satellite), Estimated # of platforms, Projected Timing, and Likelihood of Launching.

Client was able to speed up its internal development by two months on several key programs, as well as select out four new program initiatives for early pursuit based on this detailed STS analysis. This helped greatly insure STS client met its highly aggressive sales and profit goals for the following two years.

Government Satellite Service Customer Satisfaction Analysis

A leading commercial provider of fixed and mobile satellite communications, teleport facilities and terrestrial-interconnect services was seeking to strengthen its position in the government market. Recent acquisitions and organizational changes, key account coverage shifts, and some competitor awards on key government programs had created many questions, resulting in an urgent need to take an objective and outside pulse of its customer base.

Key end-user customers included US DOD, NATO, major international defense agencies and ministries, leading civilian government clients, larger state and local governments covering law enforcement and emergency response, and a broad array of channel customers and service support firms providing specialized systems integration of satellite offerings.

STS developed a custom research design to assess key customer feedback on a number of major issues to include impressions of Sales and Marketing, Technical, and Customer support delivery. In-depth interviews were conducted among a cross-section of key contacts across direct government and indirect channel customers. Experienced STS researchers with domain experience probed impressions of past and current experience with client, and future expectations. Results were tabulated, analyzed, and a set of highly-specific recommendations presented.

Client management determined that STS customer satisfaction assessment was well executed, and absolutely essential to understanding positive and potentially negative issues which would impact its business over the next two years. As a result of this independent research and analysis, STS client was able to better understand perceptions held by their key customers, resolve internal questions from different company groups, and confidently make informed steps toward meeting most important customer needs in the planning period ahead.