Royal Shakespeare Company - international commercial strategy for education
"GMV challenged us to think about a range of different possible products, services and channels to market as well as testing market responses to our ideas. The whole experience was hugely energising and led to the development of our first commercial strategy for education." Jacqui O'Hanlon, Director of Education
The Director of Education for the Royal Shakespeare Company commissioned us to help the Education Department develop an international commercial strategy. Led by Sophia Woodley the project:
Envisioned current and future products in context. We worked with the RSC Education Department to look at how their range of products and services fit together and made up a suggested overall offering for their main customer segments. We also helped to brainstorm future offerings, formulating business models that could underpin key products.
Created a framework for a commercial strategy for international exploitation of educational content and services. Covering the diverse, complex and rapidly changing world of international education – including the opportunities posed by the disruptive advent of digital - we offered initial research and recommendations on market sizing, projected revenues, pricing structures, distribution routes and sales processes.
Disentangled the complicated world of rights. We reached across departmental lines to ensure that the education team had the legal advice necessary to make use of the RSC's rich digital and archival collections.
Offered insight into the needs of current and potential customers. As well as conducting an online survey, we did one-on-one telephone interviews with Shakespeare educators, using methodology inspired by ethnography and contextual inquiry to gain a deeper understanding of their motivations and goals.
Transferred knowledge and skills regarding market research, business modeling and product strategy back into the team, working closely and seamlessly with team members to build internal capability for future commercial developments.