► Page 2 ► Page 3

ABOUT USWhat is HyndSight ?

Hyndsight is a consultancy business specialising in strategic and tactical marketing for companies operating in a business to business sales environment. With particular experience in the high-technology and engineering sectors, we offer services to help define and execute company and product strategy.

With many years of experience operating across global markets, we understand how to differentiate, position and sell technology-based product and service offerings in international markets. We can help optimise product development processes and organisational architecture for value delivery. Following a structured consultative process, we seek to understand the essence of our Clients’ company purpose and develop core foundations of competitive strategy upon which sustainable growth can be built.

Our approach is focussed at the customer acquisition front-end where can provide a comprehensive go-to market toolkit including brand development and creation of marketing collateral materials including presentations, product brochures and web-site content. We also define marketing communications strategy, design social media campaigns and design & deliver sales-force training.

At a Glance

BUSINESS

CONSULTANCY

FOCUS

STRATEGICMARKETING

CLIENTS

B2B

INDUSTRY

TECHNOLOGY &ENGINEERING

PURPOSE

STRATEGYEXECUTION

SUPPORT

EXPERIENCE

30 YEARS +

PERSPECTIVE

GLOBAL

3 Competences...

1 Company...

2 Divisions...

► Page 4 ► Page 5

Our Vision

With our proven analytical frameworks and engaging consultative approach we help technology and engineering companies to visualise their future and achieve their growth potential by bringing Context to Vision, Clarity to Competitive Strategy and Impact to Market Engagement

Bringing context to Vision...

NOUN[Pronunciation ‘ ’kåntekst]

1. the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood.“the proposals need to be considered in the context of new European directives”synonyms: circumstances · conditions · surroundings · factors · state of affairs · situation · environment · milieu · setting · background · backdrop · scene · climate · atmosphere ·

2. The context of an idea or event is the general situation that relates to it, and which helps it to be understood: “We are doing this work in the context of reforms in the economic, social and cultural spheres”

context

NOUN[Pronunciation ‘ ’klariti]

1. The quality of being certain or definite.“it was clarity of purpose that he needed”synonyms: lucidity · lucidness · clearness · perspicuity · intelligibility · comprehensibility · coherence · simplicity · plainness · explicitness · lack of ambiguity · precision

2. Clearness or lucidity as to perception or understanding; freedom from indistinctness or ambiguity

clarity

NOUN[Pronunciation ‘ im-pakt]

1. marked effect or influence.“our regional measures have had a significant impact on unemployment”synonyms: effect · influence · impression · footprint · results · aftermath ·

2. the force exerted by a new idea, concept, technology, or ideology:“the impact of the industrial revolution”

3. Measure of the tangible and intangible effects (consequences) of one thing’s or entity’s action or influence upon another

impact

Bringing clarity to Competitive Strategy...

Bringing impact to Market Engagement...

► Page 6 ► Page 7

Before seeking to create the killer offering, in the Competitor Domain marketing must seek to understand how competitive offerings are positioned in the market place in terms of performance, price and availability.

In the Company Domain, the role of marketing s to understand the strengths and weaknesses of all parts of the organisation and its ability to create and deliver the killer offering. Only then should new products or services be designed.

Using a chess analogy, the pawns represent the company sales resources, the pieces represent the company internal resources while the missiles are the golden bullets of the marketing communications strategy.

The role of marketing is to have a panoramic view of the marketplace battlefield, providing guidance to internal resources on product specifications desired by the market to compete; identifying target customers and delivering the sales and communications tools needed by the sales teams to articulate the value proposition to those customers.

Marketing is Competitive Strategy. HyndSight has the process and tools to help you to characterise the three Domains of your business environment, develop a compelling competitive strategy and the creative talent to deliver a compelling marketing communications strategy for your company.

What is Marketing?Marketing is often misunderstood. Some confuse marketing with its subset marketing communications as the business function that makes product catalogs and advertisements. This is because most of us as consumers make buying decisions based on how we have been influenced consciously or subconsciously by what we have read, seen or heard about a company’s products or services.

In fact, marketing is much, much more. It is the business process which if overlooked (and it often is) can result in companies failing to achieve expected results because the product or service being offered fails to meet customer expectations or fails to compete effectively with similar offerings in terms of price or performance or quality.

The purpose of Marketing is to create demand. In B2B Markets for complex technology or engineering-based products and services, effective marketing must equally consider the three domains of the marketplace battlefield to formulate a competitive strategy which will win the largest share of customer spend.

In the Customer Domain, marketing must build a detailed understanding of customer needs. Markets must be analysed and segmented until a killer offering that will create a compelling reason to buy can be visualised.

► Page 8 ► Page 9

HyndSight AnalyticalDirector, Douglas Hynd

During a 35-year career in sales, marketing, engineering and general management, Doug has held senior executive positions in corporations and in a variety of successful business start-ups and turn-arounds which resulted in profitable divestitures.

With a background in engineering, Doug has worked for organisations varying from major US multinational conglomerates, to private-equity owned businesses to privately owned companies in product areas varying from automatic test and telecommunications equipment to air filtration equipment for Industrial processes and Marine and offshore environments. Doug has gained extensive international cross-cultural experience through recruiting and leading teams in UK, USA, China, and across the European Union and leading them to deliver profitable results.

While Doug’s experience has covered numerous companies and market sectors, in each case the common denominator in delivering a successful outcome has been following a structured process of analysis current business status and development & implementation of strategies to deliver growth.

Having had the benefit of executive business education programs at the top US Business Schools of Harvard and Wharton, Doug, through Hyndsight, is able to go beyond the theoretical models offered by many large management consultancies and offer advice on the practical application of these models based on real experience gained in real business situations over many years.

HyndSight Studios Director, Ciaran Hynd

Ciaran graduated from Duncan of Jordanstone School of Art, University of Dundee in 2015 with a 2:1 Honours Degree is Digital Interaction Design having gained a classical education in the creative design process encompassing all aspects of digital design.

Ciaran then joined the marketing team at Bath Rugby where he was responsible for generation of all social media content including video, animations and web-graphics for one of the oldest and most prestigious professional rugby clubs and famous sporting brands in Europe.

Specialist experience gained include analytics-driven video content creation, to drive engagement and grow digital audiences on topics such as corporate brand development, behind-the-scenes footage and promotional video.

Ciaran follows a creative process which considers people-centred research, social media consumption analytics, assessment of competitor content and platform technology trends. This enables his work to be creatively differentiated, exploiting contextual themes such as humour and popular culture.

The success of his approach has been supported by hard data: Working with Clients, video views have increased by 321% and minutes viewed have increased by 760%.

Seeking to broaden his horizons to include other media, Ciaran started Hyndsight Studios in 2018 and since then has worked with customers as diverse as Mann+Hummel GmbH in Germany and DERM in France in areas including brand identity and print design.Education

Career

1985-91

1991-2000

2000-2010

2010-2018

Education

Career

2016-18

WHO WE ARE

► Page 10 ► Page 11

Cus

tom

er S

atisfa

ctio

n

Product /Sevice Attributes

Non

e

Som

e

Basic

Good

WoW

!

Frustrated

Satisfied

Dissatisfied

Neutral

EXCITEM

ENT

PERFORMANCE

BASIC

DELIGHT

Time

Value

Competitive Strategy1

R&DStrategy

1

ProductStrategy

1

ServiceStrategy

1

OperationsStrategy

P o s i t i o n i n g S t r a t e g y

Vision

OperationalExcellence

CustomerIntimacy

DiscontinuousInnovation

Product Leadership

N

S

EW

HyndSight helps companies to identify, develop and implement strategies for improvement and growth.

Based around both classic and contemporary business models and tools, we have developed a four-phase strategy development process which we follow in a series of interactive workshops which are designed to be entertaining and engaging.

Phase 1 is the Analytical Phase where we seek to understand current market trends and characterise the three domains of your competitive market landscape.

In the Company and Competitor Domains we work with you to understand your strengths and weaknesses relative to your competitors in terms of products, services and business processes.

In the Customer Domain, we help you segment your markets understand critical success factors in each segment in order to understand existing and explore emerging customer needs and determine future value creation opportunities.

“Mind the Gaps”

The ultimate objective of Phase 1 is to identify the gaps that exist between you and your competitor’s offerings and between your offerings and your customer’s needs in order to determine focus areas for strategy development.

Phase 2 is firstly it is about envisioning the future of the company. Based on previously identified gaps and opportunities, we work with you to develop a Vision of how you want the company to be viewed in the medium to long term, and seek to capture that strategic intent in a Vision statement which will resonate with employees, suppliers and customers alike.

In Phase 3, we work with you to develop and document a plan which defines strategies, goals and actions which, over a fixed time horizon, will fill the previously identified gaps by developing product offerings or business processes to differentiate you from your competitors and create a compelling value proposition.

The resulting Positioning Strategy, captured in a Positioning Statement then sets the tone for Phase 4.

1

Segment1

1

Segment2

1

Segment3

1

Segmentn

Gap Gap GapCustomer Domain Assessment

Strategic Analysis

Gap1

Internal‘Company Domain’

Assessment

1

External‘Competitor Domain’

Assessment

Gap

Gap

What We Do

AnalyticalMarketing1 3Competitive

Strategy

2CompellingVision

► Page 12 ► Page 13

SalesTools

IndustryEvents

ThoughtLeadership

BrandDevelopment

GraphicDesign

Platforms

MarketingCommunications

WhitePapers

Web

Design

SearchEngine

Optimisation

Livery

SocialMedia

Strategy

VideoProduction

ContentCreation

PresentationTools

DesignManual

ProductLiterature

The Creative Digital Phase is all about preparing for market engagement by developing collateral for a marketing communications strategy.

We apply creative design processes to develop appealing corporate and product brand identities.

Our design capabilities include all aspects of creative digital from graphic and print design to video and animation production and web design.

We help you plan your social media marcom campaign by identifying the appropriate channels for your brand.

Our creative team uses state-of-the art Adobe Creative suite applications for graphic & print design, video production & editing, and web-design.

We help you plan your social media campaign by identifying the appropriate latforms for your brand.

We are experts in helping you “package” your company and product and can create the sales toolkit you need to effectively communicate with you target customers

4CreativeDigital

► Page 14 ► Page 15

Our ultimate objective in every client engagement is to go beyond the strategic planning phase and get to the strategic doing.

The consulting methodology adopted by HyndSight involves a kick-off meeting to outline the process followed by a number of interactive workshops which are designed to provoke thought and engagement and be enjoyable.

Time is precious, so to make sure that we get the most out of each session, there is usually some preliminary work required to be completed in advance of each workshop to emsure the wheels of the mind are turning.

HyndSight provides software tools and handbooks to facilitate the analytical and diagnostic processes; templates to support the strategic planning process and frameworks to help project planning as strategies defined from our strategy development process are broken down into goals, actions and tasks to be disseminated across your team.

Methodology Our Belief SystemIn working with clients and colleagues we believe that

► Work should be fun – we never take ourselves too seriously

► In life and in business everyone is equal. No-one is more important than anyone else.

► Treat everyone the way you would want to be treated. With dignity and respect.

► Its better to try and fail than do nothing and complain.

► Leaders should inspire, empower and support the willing because then people will never disappoint

► Humility wins over Pride – so stay humble

► Reflecting the glory of success onto others energises teams and builds loyalty

► The collective is more powerful than the individual – Seek to engage the “Power of ‘We’”

► We must never seek to apportion blame – only seek to learn from failure

Getting the Benefit of HyndSight

If you like what you have read in this document and you are interested in having as discussion about how we can help, then to get the benefit of HyndSight, email us at enquiries@hynd-sight.co.uk

www.hynd-sight.co.uk

© Copyright HyndSight Consulting 2018All Rights Reserved

A n a l y t i c a l

M a r k e t i n g

C o m p e t i t i v e

S t r a t e g y

C r e a t i v e

D i g i t a l| |