Customer Case Studies in Marketing Communication – Agilefant Ltd.
Behm, Tia (2017)
Behm, Tia
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017061213355
https://urn.fi/URN:NBN:fi:amk-2017061213355
Tiivistelmä
Agilefant is a platform independent tool for Lean and Agile management based on scientific research in Aalto University. Case company, a Finnish startup, Agilefant Ltd. (Agilefant Oy) was founded in 2013 to ensure development and existence of the software. Agilefant Ltd. is now looking for growth, so they need more engaged, paying customers.
This thesis studies how a small Agile software startup can gain a better understanding of customers via customer case studies. This thesis also studies what valuable insight can be gained from the case studies and discusses how to use the customer studies to benefit the company in marketing communication.
Agilefant is available as SaaS (software-as-a-service), on-premises version and open source. Pricing model affects the easiness to customers to buy the product as well as the engagement level they have by the purchase. That is why we first dive into the Agile theory to better understand the Agile software development landscape and licensing models. Then we discuss different marketing communication theories. Based on customer studies, literature and authors own experience this thesis tries to find tools for Agile communication and marketing and ultimately acquire and engage more paying customers.
When in a case of a small startup company, depending on its success on one software only to get more sales with low budget and resources, it becomes critical to make the customer find the software. Also, According to many different studies, acquiring new customers is noticeably more expensive than keeping the existing ones. Budget and company’s size affect greatly to the actual possible actions. That is where non-traditional methods, inbound marketing, content and Agile strategy raise their importance.
The main message in this thesis could be always to adapt the processes and strategies to real customers and their buying processes. That is why continuous user studies are necessary.
This thesis studies how a small Agile software startup can gain a better understanding of customers via customer case studies. This thesis also studies what valuable insight can be gained from the case studies and discusses how to use the customer studies to benefit the company in marketing communication.
Agilefant is available as SaaS (software-as-a-service), on-premises version and open source. Pricing model affects the easiness to customers to buy the product as well as the engagement level they have by the purchase. That is why we first dive into the Agile theory to better understand the Agile software development landscape and licensing models. Then we discuss different marketing communication theories. Based on customer studies, literature and authors own experience this thesis tries to find tools for Agile communication and marketing and ultimately acquire and engage more paying customers.
When in a case of a small startup company, depending on its success on one software only to get more sales with low budget and resources, it becomes critical to make the customer find the software. Also, According to many different studies, acquiring new customers is noticeably more expensive than keeping the existing ones. Budget and company’s size affect greatly to the actual possible actions. That is where non-traditional methods, inbound marketing, content and Agile strategy raise their importance.
The main message in this thesis could be always to adapt the processes and strategies to real customers and their buying processes. That is why continuous user studies are necessary.