Eclipse Computing Group is an IT services company which has traditionally focused on financial management solutions for the financial services sector. It needed to create clarity in its offerings of two different vendors` solutions. There was also a business imperative to expand its reach beyond financial services and its offering beyond finance-only solutions.

Patrick Towell Consulting worked with founder CEO, Gary Waylett, to develop the core value proposition and positioning of a new Microsoft-based division for the company. By undertaking a market analysis of competitive offerings from other providers (including solutions from other vendors) the positioning of the company was clearly designed to separate it out from a host of other more technically- or narrowly-focused suppliers.

We conducted a horizon scanning exercise to determine which issues were concerning business leaders around the management of all the information and knowledge in their businesses, not just financial information, and not restricted to financial services. The resulting customer insight in a company vision and brand concept that addressed the core but competing business priorities of 24x7 customer service, flexible working and sustainability.

As a result, Eclipse positioned themselves as a thought leader in the provision of integrated business solutions and achieved a high degree of recognition within Microsoft, their existing customer base and prospects with whom they were already in discussion. Any concerns that customers and partners had about this new division, were turned into positives through a clear explanation of what the new group company was for and how it was different but complementary to the existing more traditional technology and client sector company.