THE TREASURE MAP
TO THE MARKET

BOAT MANUFACTURER DISCOVERS NEEDS AND PARTNERS FOR NEW BUSINESS SEGMENT

BERKY

A MEDIUM-SIZED MANUFACTURER OF SPECIAL BOATS FOR WATER CLEANING

CHALLENGE

Berky is a market-leading supplier of specialized boats used to maintain dikes from the water and remove coarse debris – such as vines and sticks – from bodies of water. The company has further developed its technology so that the boats are now also capable of clearing water bodies of plastic waste. Management knows it holds a powerful solution to one of humanity’s most pressing problems. But their customers to date have primarily been water and dike boards . What is the stakeholder structure for the potential new business? Which industries are particularly receptive, who are optimal reference customers, and who are the appropriate partners to push the issue?

SOLUTION

Berky lets Hase & Igel’s Neutrum TOPIC NAVIGATOR answer these questions. To do this, the tool retroactively scours all public articles on the topic of “Plastic Pollution of Water Bodies” in all relevant markets and in the most important languages over a period of several years, including data on reach and reactions. Based on the complete texts, the proprietary AI algorithms use refined word embedding techniques to identify the contexts in which the topic becomes relevant and the connections between these aspects. For each context, the Neutrum TOPIC NAVIGATOR identifies the entities, i.e., the companies, people, and places that are the focus in each case. Contexts as well as entities are evaluated according to sentiment and activation. This reveals which companies and industries are under particular pressure to contribute to a solution for the plastic waste problem in which context – and which NGOs, politicians and activists are particularly engaged in this context. Unexpectedly, a completely new issue is even discovered at the beginning of the Corona pandemic: the rapidly increasing pollution caused by discarded face masks – with the manufacturers and the health authorities prescribing the masks as important addressees.

CUSTOMER BENEFIT

Berky is immediately able to identify and prioritize key use cases and industries for its new solution from the TOPIC NAVIGATOR. The company’s business developers design business models and campaigns to attract the most impacted companies in the prioritized sectors as reference customers – and the most relevant NGOs and government agencies as partners in this context. Within a short time, strong, publicly visible collaborations emerge. The market launch is successful and pays off.

“THE TOPIC NAVIGATOR HELPED US ENORMOUSLY TO MAP AND PRIORITIZE THE RELEVANT USE CASES AND INDUSTRIES AS WELL AS TYPICAL TARGET CUSTOMERS AND PARTNERS. THIS ENABLED US TO DEVELOP OUR BUSINESS MODEL AND SALES IN A TARGETED MANNER.”

– FELIX KNOLL, MANAGING DIRECTOR BERKY

EVERY ENTREPRENEUR HAS A BOSS: THE MARKET.

TAKE THE LEAD!

COMPETITORS HATE THIS TRICK

OPTIMIZATION RECOMMENDATIONS!

RELEVANCE IS A
QUESTION OF TECHNOLOGY

LEARN MORE!