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A Bold Product Strategy Helps Mansego
Revitalize Growth

A Bold Product Strategy Helps Mansego
Revitalize Growth

A Bold Product Strategy Helps Mansego Revitalize Growth

Brief Case Detail

Client Name:                               Mansego, Inc.

Focus Area:                                Product Design

Industry:                                     Renewable Energy

As part of its overall strategy to drive future growth through innovation, Mansego, a leading renewable energy equipment manufacturer began actively managing its innovation pipeline and aggressively pursuing attractive new technologies. One such technology being developed by the company was a new modular ethanol production system that had the potential to transform the biofuel market.

The company turned to us for a strategy that would help differentiate its product from its competitors’ as well as integrate its overall 10-year strategic vision into its product design with the end goal of increasing market share and recognition in the region in which it operated.

The company also asked DEEN Consulting Group to determine the new technology’s market potential, identify potential new product opportunities, assess potential ROI, evaluate key risks and provide a recommendation as to how best to proceed with the product release.

We helped Mansego define a clear innovation and product strategy using our unique methodology within our Strategy offering. This helped Mansego’s leaders quickly align around three foundational pillars: focus on differentiation, increase agility and improve operational efficiency. We co-created a detailed roadmap to ensure that Mansego’s product development team kept reinventing their product to continually address customer feedback in an effort to improve its product.

We also recommended that Mansego focus on several continuous improvement initiatives each supported by a robust business case and implementation plan—to overhaul its product feature releases over three years.

Mansego has revitalized growth with the product strategy we helped craft. The company’s focus on the development of a new line of innovative feedstock-flexible compact biofuel refineries that can convert a wide range of feedstock into biofuel has delivered rapid returns: new high growth products accounted for a 10 percent increase in revenues and gross profit margins shot up almost 20 percent.