Dartfish
Dartfish is a leading sports analytics company that employs more than 50 people and generated revenue of over €40 million in 2019.
We conducted a fundraising readiness assessment and revealed the need for a commercial proof of concept before approaching external investors for its client Dartfish. The team then led the validation of potential value pools with new customer segments, developed a sales pipeline and closed an NDA with a potential partner setting up Dartfish for their amazing performance in 2022 and beyond.
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The challenge
- Besides its successful core business, Dartfish had developed a new venture to expand its technology portfolio.
- To speed up the growth of its new venture, Dartfish considered to raise money and asked us to conduct a quick fundraising readiness assessment.
- The assessment revealed the need to tackle certain focus areas for improvement to meet investors’ expectations.
- In particular, a commercial proof of concept was needed and we were asked by the client to support by validating previously identified value pools.
The solution
As a first step, the team examined how the new product was presented overall and how it resonated with target groups. It also analysed the market, reviewed the size of the value pools and identified three prospective customer segments: sports betting, broadcasting and leagues.
As a way to better present the new software to potential customers, the advisory team suggested establishing the new product as its own brand. In just a few weeks, the team helped develop the new brand, a product website, a marketing strategy and sales and marketing presentations.
The team then began to make cold calls to sound out the market and create a sales pipeline. During these calls, the team discovered that providers of sports betting data were particularly interested in the software. The advisory team spoke with each of the limited number of major players in this field and even signed a NDA with one of them to discuss the terms of a deal.
Key results
- Clear identification and validation of target groups
- Development of a new brand, including a compelling sales story and marketing concept
- Interviews with all potential B2B customers from different industries and development of a sales pipeline
- Interviews with all of the major players in the prospective field of sports betting data
- Despite long sales cycles, one major player signed a NDA within just three months to start further negotiations
- Proof-of-commercial potential based on generated leads
Expertise we provided
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