One of my clients had developed a successful company creating custom apps which they licenced to clients mainly in the safety and FM sectors.  The business had built an effective delivery team, a great reputation and a loyal client base.  But loyal as the clients were, because the applications were bespoke, projects were mainly one-off.  This meant the company was constantly looking for new projects and new clients. 

Their marketing approach was to make themselves as visible as possible so they would be easy to find when a prospect was looking for their kind of solution.  They asked if there were more pro-active options they could pursue.  During the discovery process, it became apparent that some of the applications they had built to order could actually be re-packaged and offered as standard, off-the-shelf products to be sold to multiple users.  As the licences were all non-exclusive, there were no legal barriers to re-selling.

They had, for example, built an application for managing and tracking keys on a large dispersed site.  Key management is a challenging task and while there are numerous applications already in the market, there is always room for more effective and easier to use solutions.    

The question remained – how to be more pro-active with their custom offerings – which can be answered by focusing down on certain niches.  But, in the meantime, the discovery process demonstrated that marketing is about more than just promotion.  It is also about finding and extracting value in what you already have.         

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