News & Research: Client Successes

Case Study: Strategic Business Planning

ScottMadden participated in and facilitated elements of a prominent internet service provider's task force dedicated to reinventing the company and transforming it from an ISP to a "Total Communications Company." Outputs included a new five-year business planning vision and vision statement, revised product/service list, and marketing and operational considerations.

• The ISP had been an industry leader in providing dial-up Internet access, but projections forecasted a rapidly declining demand as users switched to broadband access
• The ISP had a significant subscriber base of broadband users, but it was re-selling the access via the local phone company's infrastructure, causing higher, less-competitive prices
• The ISP also provided additional internet-based products and services but was primarily known for its internet access brand
• The client's expectation is to be an industry leader and primary competitor in the same category as 2010's Google, Yahoo!, MSN, and AOL

• Formed a cross-functional task force, with ScottMadden's participation, to explore business planning ideas and make recommendations regarding the future focus and offerings of the company
• Conducted consumer research to better understand market needs and demands, then compared findings to the company's current products and services
• Using research data and market trends and forecasts, redefined the corporate vision and developed a new business planning strategy
• Defined new products and services to offer over the next five years, including an operational roadmap, a marketing approach, and a competitive and industry analysis

• Redefined the corporate strategy by focusing on three components: access, communications management, and integration tools
• Access included the company's original core products/services but with greater focus on emerging technologies
• Communications management included new best-in-class proprietary offerings
• Integration tools included a suite of internet solutions, combining all of an individual user's activities into one easy-to-manage portfolio
• Implementation of the five-year vision included a significant amount of partnerships and corporate acquisitions, in addition to developing and enhancing home-grown applications