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Positioning FTI as a Cloud-Based Process and Task Management Solution for EDM

This document explores innovative strategies for positioning FTI as a cloud-based process and task management (PTM) solution within the EDM market. By capitalizing on the "sizzle" of cloud technology, FTI can stand out in an open niche with minimal competition. Potential ideas include unique positioning with Tego II technology and leveraging existing reference accounts. However, challenges include identifying market size, refining messaging, and developing necessary sales materials. Different positioning strategies are discussed to enhance market presence and address potential disadvantages.

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Positioning FTI as a Cloud-Based Process and Task Management Solution for EDM

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  1. Ideas with Sizzle

  2. Idea 1 • Position FTI as a Process and Task Management (PTM) solution • Solution is Cloud based

  3. Advantages • Cloud has “sizzle” • Appears to be an “open” niche market • Competition appears to be minimal • Have some very early reference accounts • EQT and IO

  4. Disadvantages / Problems • Market size not identified • May require creating a market • Messaging / positioning not developed • Sales/marketing materials needed

  5. Idea 2 (hybrid) • Position FTI as a Task Based EDM solution (better name needed) • Solution is Cloud based

  6. Advantages • Have the Cloud for “sizzle” • Appears to be an “open” niche into an identified market • Leverage existing messaging / positioning • Competition appears to be minimal • Have developed reference accounts • Eliminate idea 1 disadvantages

  7. Disadvantages / Problems • Messaging / positioning not developed • Some sales/marketing materials needed

  8. Idea 3 • Position FTI as a unique EDM Solution with Tego II (cloaking technology) • Solution is Cloud based

  9. Advantages • Cloud has “sizzle” • A unique solution for a “known” market • Competition is minimal • Have reference EDM accounts • Market size identified • Messaging / positioning is developed

  10. Disadvantages / Problems • Have development to do • Some sales/marketing materials needed

  11. Idea 4 • Status Quo

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