Together with the project team we conducted a design research with existing and potential clients mapping out how do they relate to cybersecurity, what are their main desires, fears and points of reference when thinking about investing into products and professional partners in this area. We also made a desk research on the global cybersecurity market and its best practices, and we defined a universal persona set and the mainstream job-to-be-done's of potential clients.
Then we stepped forward to the concept creation phase, defined a segmented value proposition and business modell, the brand of the new product and developed a customized go-to-market strategy for the firm.