Dynamic Math makes mathematics textbooks, videos and other digital solutions targeted to grade 3-12 teachers and parents. These products match Canadian provincial curriculums, and the printed books are popular purchases through the company’s network of third-party retailers. The company’s goal is to sell more products (print and digital); and through diversified channels, including their own e-commerce site.

challenge

Working with the client, we determined they needed to:

• First, gain a better understanding of the target customers and their pain points regarding teaching, learning, and supporting students in grade 3 to 12 mathematics.
• Understand what kind of analog and digital support tools the target customers currently use and the users’ ideal solutions.
• Define the USP and UVP to stand out from the competition.
• Identify the digital products and e-commerce improvements that are required to enable sales growth.

The outcome of this Afdonex project would ensure that Dynamic Math established a viable product-market fit. And it would inform how Dynamic Math needs to enhance, position, message, market, price, and deliver its products to the defined target segments to grow diversified sales.

Afdonex role in providing solutions for this client included:

• Wrote, implemented, and parsed customer and prospect surveys, interviews, and net promoter scores (NPS) to enhance understanding of the target users.
• Afdonex undertook a competitive analysis to identify white space and a unique value proposition for Dynamic Math.
• Documented primary customer personas
• We identified critical product and pricing enhancement opportunities.
• Recommended effective inbound marketing and e-commerce strategies.
• Completed a comprehensive UI/UX review and provided specific recommendations.
• Interviewed and selected a quality inbound marketing agency to manage ongoing inbound marketing, SEO and content activities.

Dynamic Math was a recent project. Early outcomes include:

• The client obtained a clear understanding of its customers’ pain points and motivations.
• We defined a viable competitive white space and effective unique value proposition.
• A marketing strategy was created and an Afdonex-vetted agency was selected to execute ongoing inbound growth marketing.
• The client is executing the recommended product, pricing, messaging and UI/UX enhancements.