CASE STUDY

Turned fragmented markets into focused GTM choices

SITUATION:

A regional conversational AI company had a broad product vision and multiple potential use cases across industries, but needed clarity on where the strongest commercial opportunities actually were in North America.

The challenge was to move from a long list of possible applications - spanning education, employee self-service, healthcare, telecom and banking - to a focused set of markets, use cases and commercial models worth pursuing.

COMMERCIAL HYPOTHESIS:
The highest-value path was not to treat conversational AI as one horizontal market, but to evaluate each use case independently based on demand, addressable spend, adoption drivers, competitive intensity and monetisation potential.

A focused portfolio of high-potential use cases would create a stronger GTM strategy than a broad, one-size-fits-all market approach.

WHAT I DID:

  • Structured the market around individual use cases and buyer contexts rather than treating the category as homogeneous.

  • Assessed customer demand, target segments, buying drivers, competitive positioning and addressable opportunity across priority industries in US and Canada.

  • Evaluated alternative commercial models (including fixed-price and outcome-linked constructs) to understand which combinations of risk, value and recurring revenue were most viable.

  • Translated the analysis into concrete choices around which markets and use cases to prioritise, how to position the offer, and how to approach market entry and shape GTM strategy.

RESULT:

Identified and quantified a $1.9B North American market opportunity, then translated the analysis into a focused market-entry and GTM strategy around the most attractive use cases, buyers and commercial models.