APPROACH
A client asked Accellency for advice on its equity story shortly before the launch of its IPO. The company was positioned as a service provider at the centre of a complex B2B2C ecosystem serving multiple business and end-customers. The company had a very high market share and built a defensive equity story around high barriers to entry to address concerns about price pressure from increased competition. Management struggled to articulate B2C, B2B and B2B2C solutions leading to a hesitant narrative between a financial services provider and a technology company. Through a condensed series of workshops, Accellency worked with management to reposition the equity story.
RESULTS
Accellency crafted a simple impactful description of the company, focusing on its relationship with key decision makers in the ecosystem to identify and promote the key drivers of top line growth. This shifted the Equity Story from a downside protection focus with high barriers to entry to unlocking upside opportunities to expand its addressable market. Accellency worked with management to build a new narrative around positive major macro drivers. Accellency worked on the internal and external operational roll-out of the new narrative, leading the IPO Analyst Presentation workstream across slide structure, slide design and talking points preparation. Accellency also acted as advisor to internal communication and press teams to roll out the new equity story.