Public Safety Market Research Custom Projects
US Border Crossings-Vehicle Barrier and Arresting Systems-Market Opportunity Assessment, Sales Planning and Entry Strategy
Project Scope: A designer and manufacturer of perimeter security containment and vehicle arresting systems was interested in evaluating new growth opportunities for its business in US and Canadian border crossings. Department of Homeland Security Customs and Border Protection (CBP) and Canada Border Services Agency (CBSA) were both seeking improved solutions to mitigate potential vehicle threats at critical border locations.
This company had developed initial product designs with capabilities to address unique border security challenges but wanted to first validate if it should further invest in this changing market.
Execution: This custom assessment developed an original analysis of requirements covering all land border crossings, identification and details on key competitors and their offerings, and detailed listings of relevant government contract opportunities based on comprehensive budget analysis.
Direct research on topics of specific interest was also conducted with key program planning offices including knowledgeable, direct decision makers at headquarter DHS, CBP, and CBSA and field level locations. Canada crossings included: Detroit, and Sault Ste. Marie, and others. Mexican border locations included Arizona (San Luis, Lukeville, Sasabe, Nogales), California (San Diego, Otay Mesa, Tecate, Calexico), New Mexico (Antelope Wells, Columbus, Santa Teresa), and Texas (Laredo, Nogales, Del Rio, El Paso), and others
Key questions included: Current security solutions utilized? Advantages, disadvantages of company offerings? Decision process to purchase new security systems? Most important locations for security? Other suppliers, current competitors? Suggestions for company market expansion strategy? Product pricing expectations? Level of purchase interest-by market and product?
Contacts for direct research included Chief Security Supervisors, Acquisition Specialists, Liaison Officers-Tactical Infrastructure, Directors Field Operations Mission Support and Special Agent Supervisors.
Result: This company now had up-to-date and comprehensive feedback on the attractiveness of its solutions vs. competitive offerings and was able to accelerate its decision making and plans for market entry and expansion of its vehicle barrier solutions.
This custom research provided critical insights for design direction while at the same time analyzing business case justification for investment and financial forecasts, helping to pave the way for a successful new market and product entry for the company's expansion and diversification.
Physical Security Solutions For Critical Infrastructure-Target Market Opportunity Identification, Assessment and Entry Strategy
Project Scope: A supplier of unique barrier systems for defense applications was seeking to diversify and expand its business in the broader homeland security critical infrastructure market. This company offered a physical perimeter security solution designed to address heavy truck and related vehicle threats.
Key questions included: Which markets will be most attractive? What capabilities should they engineer into their offerings to meet most unique end-customer needs? Addressable market size and growth potential? Reasonable market share? What will make this company successful? Key competitors? Market entry strategies? What greatest risks will they face in market entry? Key sales prospects top markets? Current and future contract opportunities?
Execution: The list of possible markets was extensive, It included 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, Hospitals, Railroads, Mass Transit, Reservoirs, and others.
In narrowing the larger market to most attractive segments, key filtering criteria were developed including: Is there a physical security requirement mandate or regulation? Potential for catastrophic damage? Liability concern? Need for aesthetics? Mobile- portable flexibility interest?
This led to six final targets: nuclear power plants, military bases, chemical facilities, national labs, embassies, and airports.
Each was then analyzed based on latest published data and in-house research covering: current solutions, new and emerging technologies, changing requirements, market segment size and growth projections, and other calculations.
In-depth direct research was also conducted among a representative sampling of key decision makers in each market to better understand: Current security solutions utilized? Advantages, disadvantages of company solutions? Decision process to purchase new security systems? Most important installation locations? Current suppliers? Product pricing expectations? Level of purchase interest?
Result: This company now had a detailed roadmap which narrowed down a much larger market landscape into most attractive segments it should pursue with its offerings.
It enabled the company to significantly accelerate its business planning and strategic decisions. It launched three market initiatives within six months of receiving the final report, a full 12 months ahead of its original internal timetable.
This led to the creation of a highly successful new business group in an area which continues to provide significant incremental revenues for this company.
Department of Homeland Security-IT Services Program Opportunity Analysis
Project Scope: Due to significant shifts in US government Information Technology 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 in DHS agencies.
Areas of interest: Customs & Border Protection, Immigration & Customs Enforcement, TSA, Coast Guard, U.S. Secret Service, National Protection and Programs Directorate, FEMA, and U.S. Citizenship & Immigration Services. Focus: primarily contracting opportunities in: cyber security, emergency communications, secure networks, preparedness response and recovery, biometrics
Execution: This analysis required a detailed breakout of published government budget data, incorporating recent industry reviews and direct input from key experts. Contract opportunities were assembled in multi-page spreadsheets showing specific DHS departments, budgeted programs, percent and value of addressable content, projected timetable, and other details. Potential opportunities were scored high, medium, low.
This assignment was executed step by step with progress reviews at the 25%, 50%, and 75% levels, allowing for client input and redirection as the larger picture took shape.
Result: As a result of this independent, tailored drawdown of a very large agency budget into addressable programs by relevant department, the company gained greater insight on opportunities relevant to its capabilities which accelerated its internal planning process.
They were now 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).
They also directly utilized this data to guide strategic choices regarding technology investment, partnerships, acquisitions, and new employee hires.
CBRNE (Chemical, Biological, Radiological, Nuclear, Explosives) Detection Solutions-Homeland Security Opportunity Assessment
Project Scope: A manufacturer of gas detection instruments, breathing apparatus, and related protective safety equipment for fire rescue and law enforcement was seeking to diversify its business into the changing homeland security market. A growing opportunity was developing for advanced instrumentation to accurately monitor terrorist threats, particularly complex airborne chemical, biological, radiological-nuclear, and explosive agents.
Direct competitors were making inroads in domestic security and this company required a custom assessment in advance of making new investments.
Execution:This tailored project involved an original, bottoms-up program level analysis that identified, calculated, and described the major growth-opportunity areas for this company's specific capabilities.
It described evolving government requirements at all levels, key agencies with budgeted programs of record, specific relevant opportunities, market size and potential, competitor positions, and provided a detailed sales roadmap to penetrate this highly dynamic area.
Assembly of this report relied on both analysis of published budgets and support material as well as direct research with key decision-makers at various domestic security levels (local, state, federal) government agencies.
Result: this company was now able to implement a targeted business plan to penetrate this market, greatly accelerating its original internal timetable for revenue generation, setting it on a course for significant new growth.
US Federal, State and Local First Responders-New Tactical Communications Solution Assessment
Project Scope: A manufacturer of wireless communications solutions had recently developed a unique protective headset for ultra-clear communications in very high noise environments.
The company was seeking to expand this business into domestic law enforcement including police work, riot control, tactical teams, border patrol, anti-terrorism, fire protection, public safety, Coast Guard, FEMA, and other government agencies.
However, these were not familiar markets for the company and prior to making further investment needed to validate market interest for its particular solution including growth potential, pricing, major customer targets, key competitor comparisons, and a long-term strategy for business sustainability.
Execution: This custom assignment segmented the broader market (federal, state, local government) into key partitions, using latest secondary and in-house data for initial projections, and conducted direct research with a representative cross section of key decision-makers to better understand current requirements, solutions now used, advantages and disadvantages, unmet needs, future requirements, and suggestions on market entry strategy.
Result: This enabled the company to make fact-based investment decisions based on highly detailed custom input and calculations based on both statistical projections as well as direct expert input, enabling the company to greatly accelerate its internal sales and product development efforts. This provided the company with 15 interested prospects to which it made face to face follow-up sales presentations within 30 days of final report presentation.
Importantly, its initial product offering eventually became a key building block in a series of new offerings in this company’s domestic security product portfolio.