CASE STUDY
How 3D Predict refined their ICP for their disruptive AI technology
Industry: Medical Devices
Location: New York, USA
Company Size: 20-30 Employees
Intro
Overview
3D Predict was looking to enter several new market segments for their AI platform for clear aligners and wanted to validate their ideal customer profile. We guided them through developing unique value propositions, ideal customer profiles, buyer motivations, and go-to-market strategies.
Customer Background
3D Predict was founded in 2014 by Dr. Marina Domracheva. While their technology was patented in 2017, and they received FDA approval in 2020. Over the past few years, their generative AI technology has revolutionized the orthodontics market. The clear aligner market is projected to be a $4.66 billion valued market. 3D Predict wanted to disrupt the clear aligner technology with their AI software and make a big impact in the market.
Challenge
3D Predict has historically focused on the dental practice market. However, Marina knew there were other market segments that were growing in interest and had untapped revenue opportunities. Their goal was to identify a blue ocean market where their patented technology was uniquely positioned to serve.
“We use our AI platform to design and manufacture aligners for doctors. We’ve been working mostly with individual private practices. Our technology improves clinical outcomes and EBITDA. With current interest rates, EBITDA is more and more important for dental groups. We wanted to validate two customer profiles dental groups with multiple locations and international aligner manufacturers, which could use our technology and manufacture aligners in their countries.” said Marina.
They needed to understand the new buyer personas within these new segments. This meant intimate knowledge of their pain points, motivations, and customer journeys.
They wanted to figure out which unique value proposition would resonate with buyers in these new markets and how to use customer insights to guide their go-to-market strategy. Specifically, they needed help developing value propositions and messaging.
Working together
Our Approach
Revenue Reveal implemented an in-depth customer development program to:
- Identify untapped markets with revenue potential and pain points that 3D Predict could uniquely address.
- Validate messaging and value propositions to see how new market segments would respond and address the right pain points and opportunities.
- Position 3D Predict as a premium solution for DSOs, orthodontists, and manufacturers to achieve revenue and operational goals.
Traditionally, they handled customer development in-house. However, they needed an objective perspective on how their product would resonate in new markets. They required customer insights, a strategy, and a process to uncover new market opportunities.
Working Together
Working with Revenue Reveal, 3D Predict targeted three market segments based on where they were seeing initial traction. We contacted over a dozen decision-makers from specific companies for customer development interviews.
Each interview was conducted with specific open-ended questions to understand the ideal customer profile, buyer persona, pain points, motivations, buying journey, and hypothetical scenarios on buying behavior.
“Revenue Reveal was an absolute pleasure to work with. Teamwork aside, his persistence and diligence helped us complete our task of defining our unique value prop while understanding how to approach a new segment.” said Michael Barbour, Head of Sales at 3D Predict.
Revenue Reveal distilled these interviews into tangible insights for 3D Predict. This included documentation on the unique value proposition, ideal customer profile, buying committee, buyer personas, messaging and positioning, differentiators, and a roadmap for their go-to-market strategy.
How we helped
Outcomes
3D Predict gained the necessary insights and confidence to enter new markets. They successfully connected with potential customers through the discovery process. The unique value proposition we identified resonated with leaders in the dental space, leading to immediate conversations about becoming customers.
Marina and Michael were pleased with the outcome and appreciated the guidance on their go-to-market strategies.
Through the interview process, 3D Predict was also able to make connections with key opinion leaders in the space, generate interest with potential customers, and start conversations with interested buyers.
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