Intermap Technologies business plan review and market validation
In 1999, Intermap Technologies business had started to grow at a pace that warranted additional investments in new equipment and expanded markets. After developing a new business plan that promoted improved accuracy and cost performance of the STAR-3i sensor, the Board of Directors asked for an outside opinion as to whether the proposed plan and envisioned customers would buy large area, pre-packaged elevation data at the proposed one meter and 30 cm NSSDA accuracy levels and 1-5 meter elevation postings.
Challenge
Intermap needed an independent and credible consultant with a broad appreciation of the market, business and technical challenges. Some of the key tasks that needed to be completed included:
- Assisting in the preparation and review of market studies
- Analyzing the existing mapping community to determine barriers to entry and recommend strategies to break in the market.
- Investigating data packaging strategies.
- Setting up a pilot project with elevation data from Washington-Baltimore, Rhode Island, Colorado and California.
- Determining DEM cost analysis, data integrity and strategies to create break lines.
- Participating in strategic planning meetings and presentation to the board of directors.
Solution
Lucerne's Terry Keating was selected for the job. Under Terry's guidance, an evaluation was made of the competition from existing technology which allowed to determine that the STAR-3i system would provide new and better products faster for regional and nationally focused customers. Other technical issues concerning data collection, use of break lines, automatic vegetation and man-made structure removal were also addressed. Finally, delivery formats, and distribution and sales strategies were decided. The pilot projects were leveraged to substantiate the cost models.
The study results were presented to the Board of Directors who in turn approved the business plan which eventually allowed the acceleration of Intermap's NEXTMap program, which now provides clients with the most comprehensive countrywide terrain elevation information available in countries throughout the world.
Client
Intermap Technologies was founded in 1996. Less than a decade later, Intermap has employees and operations worldwide that serve a growing global Digital Elevation Model (DEM) and Geographic Information System (GIS) marketplace.
Intermap is in the business of creating and licensing accurate digital descriptions of the surface of the earth through the use of their STAR mapping technology. Intermap has acquired, and continue to build, a library of elevation data and imagery products that provide a precise and accurate digital model of the shape of the earth's surface at an unprecedented accuracy. These products serve a wide range of commercial, government, military and consumer applications.
Results
The approved business plan has been executed and has positioned Intermap as a world leader in terrain elevation production.
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