Go to market strategy for Invicto: A start up in NSRCEL

Abstract

One of the most recent prevalent concepts in the current world across different industries is “Cloud computing”. The benefits of bringing all data manipulations, services, products under this one term make life simpler. More importantly, it reduces cost at every aspect of running the business to the extent where Information Technology is involved. Staying current with hardware and technology is a challenge for any organization and especially for small and medium sized businesses with limited budgets. As employees increase, the number of PC increases and it becomes a burden on IT departments to maintain, update and continually replace outdated, lost or stolen PCs There are lot of private players emerging with their own cloud solutions and provides user friendly IT infrastructure cloud according to the need of the target segment. One such startup company is Invicto which has developed its local cloud infrastructure. They provide virtualization based enabler created from open source software. It’s an early stage startup by IIMB alumni and their developed product is under beta testing. Companies which provide thin client solutions are some prospective competitors to Invicto. But the differentiating factors of Invicto are customized workstation virtualization and robust software platform which provides high workplace performance. We analyzed the complete cloud market and all the possible industrial sectors for cloud market. We find that the current potential demand for cloud infrastructure is really a huge size and Invicto’s entry into this business will be profitable if they target the right sector. From our primary research and analysis of each industry, we find that IT/ITes, Banking and Healthcare are the possible sectors for a startup like Invicto to enter into cloud market. But there are well established players who dominate the IT/ITeS sectors and hence we eliminated this option from the target customers of Invicto. On doing competitive analysis, there are few startup players who have entered the healthcare segment and hence we decided to target Banking sector as the foremost target for Invicto and after gaining sufficient reputation and experience in servicing this sector, Invicto can target on healthcare as its long term goal.