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Innovative Go-to-Market Strategy for an AI driven Motivation Analysis Tool

Go-to-market Strategy

The challenge

BrainatTrust are passionate Leadership Coaches. The Brain Dive is an AI-based tool that is used for the personal assessment of conscious and unconscious motivation. We optimised this AI-based tool and brought this tool to the market.

Our role

Brain at Trust is a project started by Marcia De Wachter, former head of the National Bank of Belgium. She transformed her passion for psycho-analytics into a product. This product is an AI based model that analyses the answers of a questionnaire, with carefully chosen questions, to determine the conscious and unconscious motivational drivers of the respondent. The first version of this model was created in collaboration with Mindspeller, bringing their knowledge of NLP together with the knowledge about psychodynamics of Marcia. However this tool was not yet user friendly, not yet been put to the market and there was no commercial model. This is exactly where Stretch Innovation came into the picture to help accomplish this. In a first phase the model and questionnaire of the AI tool was improved. During the second phase a marketing strategy was determined and a validated business model was created. In addition the target customers were determined and a brand was build.


Customer validation and tool improvement

During the first phase, some remaining flaws and bugs were eliminated from the model. Additionally, the quality of the tool was improved and the needs of potential customers were discovered. To accomplish this it was important to determine how people interpreted the questions and what their experience was with the tool. A large number of people participated with the test and were asked to provide feedback about their interpretation of the questions and the final report that comes out of the tool as well as the look and feel of the report. This valuable feedback from test users allowed us to continuously improve the tool. Our improvements were applied by using our trusted measure-learn-build iterative strategy.

Measure: Measure by experimentally letting people use the tool and provide us with feedback.

Learn: Using the feedback to make improvements.

Build: Effectively implement the improvements in the model and report.

Go-to-Market Strategy

In the second phase of this innovation track, a validated business model, go-to-market strategy and financial plan was set up and the target customer group was determined. This is again done in an iterative process to create the optimal model, strategy and plan. A potential customer group consists out of HR managers that can use the AI Brain Dive tool to offer it to their own employees or in their recruitment of new employees. Recruiters can also offer this Brain Dive tool to their clients so the client can find out what job fits them best. The final and most promising customer group are entrepreneurs, they can use the tool to assess the team of a start-up they want to invest in or find out how they can improve themselves.

Entrepreneur in Residence

Since Marcia has knowledge of psychodynamics, but lacks the time and knowledge to bring her SaaS solution to the market, an entrepreneur in residence from Stretch Innovation continues to work on the Brain at Trust project. After the go-to-market strategy was drawn up, the entrepreneur in residence took care of the first sales meetings and generated the first revenue. In addition, both the strategic and executing role of Brain at trust is taken care of by Stretch Innovation.

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