Market Expansion Strategy

A wireless provider sought to expand its presence in the burgeoning prepaid cellular market. Ferrazzi Greenlight's market analysis showed compound annual growth at nearly 20 percent, but the company's subscriber goals required it to deliver growth at two to three times the market rate.

Ferrazzi Greenlight recognized the need to maintain bottom-line profitability despite this strong emphasis on top line growth.  To identify market levers available to the company, we developed a model of the factors driving prepaid profit and customer economics. In reviewing the model with management, we sharpened their focus on customer acquisition costs and reduction of churn.

Next steps in the deployment of this growth strategy include development and adoption of a Partnership Roadmap to explore opportunities for co-branding and/or enhanced distribution. Additionally, Ferrazzi Greenlight will train the sales team responsible for increasing prepaid unit sales at large national retailers.