Case Study: MapSherpa

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MapSherpa is a sophisticated digital publishing and e-commerce system that lets map publishers create new business opportunities and generate new revenue sources by publishing their content in a personal, shareable, and mobile form across a variety of devices.

What we did:

MapSherpa engaged Francis Moran and Associates in September, 2011. The company had successfully brought to market a direct-to-consumer version of its online map-making application as well as a custom version for a large outdoor recreation association. MapSherpa was now contemplating building its second-generation product, but was uncertain which market segments it ought to target, and what product it might need to build to address its chosen segment.
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Over a two-month period, we applied our four-step Road to Revenue model. In this capacity we:

  • Analysed MapSherpa's four identified market segments and determined that map publishers were the company's most addressable and highest-value first segment;
  • Brought the company and its development team through a comprehensive product management process that identified user personas and their requirements, and outlined the new Minimum Viable Product that MapSherpa needed to build;
  • Conducted a thorough messaging and positioning session, analysed the customer environment and outlined an effective sales process; and
  • Developed an 18-month sales and marketing plan of action.
  • Analysed MapSherpa's four identified market segments and determined that map publishers were the company's most addressable and highest-value first segment;
  • Brought the company and its development team through a comprehensive product management process that identified user personas and their requirements, and outlined the new Minimum Viable Product that MapSherpa needed to build;
  • Conducted a thorough messaging and positioning session, analysed the customer environment and outlined an effective sales process; and
  • Developed an 18-month sales and marketing plan of action.
  • Analysed MapSherpa's four identified market segments and determined that map publishers were the company's most addressable and highest-value first segment;
  • Brought the company and its development team through a comprehensive product management process that identified user personas and their requirements, and outlined the new Minimum Viable Product that MapSherpa needed to build;
  • Conducted a thorough messaging and positioning session, analysed the customer environment and outlined an effective sales process; and
  • Developed an 18-month sales and marketing plan of action.
  • Analysed MapSherpa's four identified market segments and determined that map publishers were the company's most addressable and highest-value first segment;
  • Brought the company and its development team through a comprehensive product management process that identified user personas and their requirements, and outlined the new Minimum Viable Product that MapSherpa needed to build;
  • Conducted a thorough messaging and positioning session, analysed the customer environment and outlined an effective sales process.

MapSherpa subsequently retained Francis Moran and Associates as its virtual chief marketing officer. In this capacity we:

  • Continue to counsel MapSherpa's product-development team as it completes the new product;
  • Refined the company's visual identity and are developing a new graphics standards manual;
  • Designed, developed and wrote a new corporate website;
  • Designed new exhibit materials and managed their production;
  • Are implementing an ambitious social media campaign that we also researched and developed;
  • Designed a variety of promotional and collateral material, including print advertising, a digital sales demo, the visual standards for a complete demonstration site, and a wafer-shaped USB flash-drive that will contain our sales demo;
  • Launched the new MapSherpa website and all related promotional activities in mid-May in advance of a major industry trade show in Dresden at the end of the month.

The Results

MapSherpa now has in place a new lead-generation system that will direct them towards new revenue. The new product and business model has already yielded MapSherpa its first publisher customer, with two additional opportunities in the late-stage pipeline.

What the client said

"We have been fortunate enough to have worked over the past nine months with Francis Moran and Associates to deliver virtual CMO services for our company, and so far it has been highly effective. With this relationship, we get access to a level of experience and expertise which would be unaffordable to us if we were to hire a full-time equivalent."

"What makes it work is Francis’s approach, professionalism, and commitment."

Dave McIlhagga, Founder and CEO

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