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Current Assessment of Options:

1. Current Market Conditions and Challenges:

• Economic Impact: NewRedo, like many in the IT sector, is facing a sluggish market. They identified a "flat year" due to reduced government spending on IT services, which has historically impacted their industry.
• Offshoring Competition: The company has lost some recent projects to offshoring (e.g., Sri Lanka), which is a challenge they struggle to compete with on price, though they provide superior support and customer understanding.

2. Target Audience:

• Primary Focus on Larger Enterprises: While they've traditionally worked with small to mid-sized businesses, their goal is to move upmarket, targeting enterprises where budgets are larger and project scopes more sustainable.
• Key Roles to Target: They're primarily focused on decision-makers within larger companies who hold titles like CTO, CIO, Digital Director, Program Manager, and occasionally COO or Finance Director. These are the roles responsible for making technology procurement decisions.

3. Service Offerings:

• Team Augmentation: NewRedo offers highly scalable and profitable team augmentation services, which they view as a core offering. This involves adding extra capacity to IT delivery functions through skilled teams or specialists, which can be lucrative for NewRedo and scalable for the client.
• Solution-Based Projects: They also have experience with project-based work (e.g., building and maintaining software solutions). However, they acknowledge this type of work can often have smaller budgets and result in lurching between projects rather than consistent revenue.
• Public vs Private Sector: They prefer focusing on the private sector for outbound efforts due to longer lead times and procurement complexities in public sector work, though public sector relationships are still valuable for long-term engagement.

4. Sector Niches:

• Health, Finance, and Housing: NewRedo has had clients across sectors like healthcare, pharmaceuticals, finance compliance, and housing associations. In particular:
  • Occupational Health: They previously built a practice management system for an occupational health provider, which improved their ability to manage patient data, follow-up appointments, and privacy compliance.
  • Housing Associations: They see potential in targeting housing associations, although these clients tend to have smaller IT teams and less sophisticated IT budgets compared to large private enterprises.

5. Go-to-Market Strategy:

• Focus on Team Augmentation: You suggested the quickest win might be focusing on their team augmentation services, which can solve the immediate needs of larger enterprises. This approach is more scalable and offers quicker results compared to building bespoke solutions.
• Niche Targeting for Long-Term: While team augmentation is the priority, there's potential for NewRedo to eventually develop products and solutions specific to sectors like occupational health or housing associations, where they could address repeatable, industry-wide problems.
• Agile Transformation as a Hook: NewRedo has strong expertise in Agile transformation and could lead with this service, offering reviews and audits of existing IT teams' Agile processes. This would open the door to deeper engagement and upselling additional services such as DevOps maturity audits.

6. Challenges and Opportunities:

• Long Sales Cycles: The team augmentation and Agile transformation services might be easier to sell to larger enterprises with in-house IT teams, but sectors like healthcare and housing might require more time and effort to develop relationships due to their more risk-averse nature.
• Product Development: NewRedo has considered developing a product-based business but is not currently set up to own the IP for their past work. They have, however, identified that developing repeatable solutions for specific industries could be a long-term goal.
• Positioning Against Offshore Competitors: While they lose some business to offshore companies due to pricing, NewRedo positions itself as superior in terms of understanding client needs and providing long-term support.

This call laid out a clear focus for NewRedo's outbound marketing strategy, suggesting that team augmentation targeting CTOs and IT directors in larger enterprises, paired with Agile transformation as an initial engagement offer, would be the most efficient path forward.

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