BACKGROUND

When Tonic’s team developed their first bot, they did it devising a solution, not a brand. The birth of Chat-Tonic is similar to that of many products that arise from a specific need, to later become the answer to a market demand. After three years of continuous work and successfully implementing chat-bots for clients in diverse industries, Chat-Tonic’s executive team was faced with the need to rethink their product and evaluate if the brand reflected their identity, in order to enter new markets. The emergence of Chat-Tonic as a brand required defining in a clear way its value proposition and offer, mapping and consolidating a business model, and finally, planning out the main outlines regarding Marketing and Communication, especially in reference to the digital ecosystem. The active frame of mind of Chat-Tonic’s team demanded an agile work methodology that could adapt to their production rate, while contributing expert knowledge and value to the business.

PROVIDED SOLUTION

Proteína’s work proposal focused on joint strategic work sessions, and the development of master documents for each of the pillars: Value proposition, Business model and Marketing plan. Through weekly sessions, Proteína’s team of advisors collaborated with Chat-Tonic to run a diagnostic, define strategies and plan out key activities for the brand.

Value proposition development:

The first stage involved running a diagnostic and benchmark of Chat-Tonic’s offer, to define the base on which the brand identity would be built, identifying the internal, external and customer’s environments. Starting with the definition of the business objectives, the current market situation and the main references in the industry, trends were analyzed, key elements of the competitive environment were identified and the team’s installed capacities were review to respond to the needs of the brand. The next step was to define the audiences to place them within the decision chain, identifying their motivations, needs and expectations, and obtaining the specific information that would allow establishing the basis of the value proposition. Finally, the value proposition set-up consisted of the definition of the products and services that arose from the first ones, the value generators and pain relievers Chat-Tonic offered to satisfy the needs of their clients. In addition, the reasons to create the brand were defined, and, as a result, the Brand Positioning Statement was developed.

Business Model Mapping:

Based on the definitions that arose from the first moment, a general review was performed over the business model, and a high-level decision map was structured for the business general management. Using the Business Model Generation canvas, the business key segments were analyzed, such as customers, income generation, resources and activities, strategic partners and cost structure. As a result, Chat-Tonic could identify in which way they create, deliver and capture value.

Marketing and Communication Plan set-up:

The final stage of the project consisted in structuring a Digital Marketing plan with the main activities for the execution of the communication and marketing plan of the developed product lines. Considering the strategic decisions made in the previous instances, the Marketing master plan contains the digital objectives, the industry trends, the channels selected for demand generation, the audience engagement strategies, key messages, and needs in terms of platform, resources and processes. This document provided a horizon of expectations and a roadmap to obtain the results the brand required.

RESULTS

At the end of the consulting process, Chat-Tonic’s executive team obtained a work plan elaborated in a collaborative way, and aligned with the needs and objectives of the business. The chosen methodology provided, in turn, Marketing and Business knowledge and tools than enriched the expertise of the executive positions. The co-creation between Proteína and Chat-Tonic was embodied in three master documents that defined a new identity, the business planning and the execution of the digital initiatives.
In the following months, Chat-Tonic redesigned the brand with new communication and aesthetic lines, relaunched its website, and developed sales materials, like credentials, success stories and product sheets. Following the recommendations of the plan developed by Proteína, Chat-Tonic continues to implement new actions and moves forward with the consolidation of its brand.

METHODOLOGIES AND TOOLS USED

• Strategy Sessions
• Discussion Sessions
• Qualitative Interviews
• Persona
• Empathy Map
• Value Proposition Model
• Business Model Generation
• Digital Engagement Framework
• Marketing Plan

KEYS TO SUCCESS

1) A personal process: The best way to work is the one that adapts best to each business. Chat-Tonic needed to work in a way that adapted to its rhythm and existing working scheme. Proteína took that need and developed a strategic support proposition for the key points of the process, giving Chat-Tonic the chance to move forward independently in the intermediate phases.

2) Respect for that which was achieved: Rethinking the strategy and redefining plans are situations that arise in different moments of a brand or product’s life. When working on a brand that has a history, it is essential to dive into it and start working as of the path that has been walked, to identify lessons learned, and account for the achievements, respecting the identity already built.

3) To think and know oneself: The work scheme developed for Chat-Tonic provided its executive team with the strategic and practical tools to critically think on the brand identity, clearly establish the value proposition, and redefine the offer in consequence. The direct involvement in thinking and analyzing the product led to insights about the business, thus far unexplored.