Know Your Market

3 INTRODUCTION AND BACKGROUND
ITCo has been in business for 6 years and was formed with the intention of being a company that provides innovative marketing database solutions tailored specifically to the marketer. The business started with ad hoc Bureau work using proprietary software that enabled work to be conducted faster than most other Bureaux in the market place.
In 1997 we developed a new product that enabled Clients to access and query their data via a secure web link (Quick Counts) and this became a market leader for this type of product. In the years since, many more companies have released their own versions of this type of software that has more functionality than our original product. We have only discovered this when we have attended industry exhibitions or have feedback from our sales force, which has only recently been expanded to three personnel as opposed to one less than 10 months ago.
We have recognised that we had not paid attention to the market ...