Product details

This is part of a case series. Acknowledging that the start-up’s marketing and sales plans weren’t succeeding as hoped, and after discovering a clue about a potential but undefined new market, the Plumis founders had to take a decision about whether and how to pursue this uncertain new prospect, to save the company from insolvency and retain the confidence of investors. The B section illustrates the steps the company took to bring the Automist product to market with better results, thanks to lessons learned and a more exploratory approach to market discovery.