Situation
A technology product organization saw significant growth potential in the mid-market, but its existing support portfolio had been built for large enterprise customers. The offers were too expensive and complex to gain traction with smaller customers, leaving a major segment of the market largely untapped.
To capture that growth, the organization needed a new entry-level offer designed specifically for the mid-market – while maintaining a clear distinction from its premium services. The vision was an AI-first experience where customers could start with digital guidance, advisory, and troubleshooting and move into higher-touch paid support as their needs became more complex.
Leadership needed to define what that offer should include, how it would work, and whether it could be delivered profitably at scale.
Action
With limited budget to add full-time headcount, Keenan Reid embedded a member of its LATAM nearshore team to fill a critical strategy and go-to-market capability gap.
Working alongside the client, we:
- Developed the go-to-market strategy and business case for reaching the mid-market while protecting the positioning of premium offers.
- Defined the initial catalog of services suited to digital-first delivery.
- Mapped the end-to-end customer journey from self-service through higher-touch paid support.
- Developed 20+ business requirements and acceptance criteria to guide implementation.
- Built an adoption and capacity model to project demand, delivery volume, staffing needs, and potential economics.
- Documented a 5-step, zero-touch fulfillment workflow with acceptance criteria and a business-capability map.
Results
Leadership gained a clear plan for bringing an AI-first mid-market offer to market, including the customer experience, operating model, go-to-market strategy, and capabilities required to deliver it.
The business case projected thousands of service interactions annually and $340M in potential margin upside, giving leadership a clear view of the opportunity, expected demand, capacity needs, and economics before investing in launch.
