불투명한 시장에서의 상업적 성공 가능성 결정
과제
업스트림 산업용 금속 제조업체에서 새로운 제조시설 건설을 계획 중이었습니다. 업체는 잠재적 출자자들에게 해당 프로젝트의 상업적 성공 가능성을 납득시키기 위해 GLG와 함께 독립적인 시장 보고서를 작성했습니다. 보고서에는 과거 수요 공급 상황과 가격 추이 및 전망, 생산자, 판매자, 구매자를 포함한 이해관계자에 대한 개요 등을 포함하고자 했습니다.
GLG의 접근법
GLG는 찾기 어려운 전문가를 찾아내 연결해 드립니다. 해당 프로젝트의 경우, 고객사 제품에 대한 깊이 있는 과학 기술 전문 지식과 시장 조사 및 분석 기술을 갖춘 두 명의 전문가를 확보했습니다.
이들은 구매자와 유통업체를 포함한 업계 이해관계자들과 함께 15시간에 걸쳐 10회의 심층 인터뷰를 진행하였고, 또한 50명의 구매자를 대상으로 설문조사를 실시했습니다.
이렇게 두 가지 접근 방식을 사용하여, ‘왜, 어떻게’에 대한 심도 있는 정성적 인사이트를 탄탄한 정량적 데이터로 뒷받침할 수 있었습니다.
결과
GLG는 7주 만에 포괄적이고 편향되지 않은 70페이지 분량의 보고서를 작성했습니다. 보고서에서 여러 과제와 위협을 강조하긴 했으나, 이보다 강점과 기회가 더 크게 파악되었습니다.
이에 고객은 신규 제조 시설에 대한 비즈니스 케이스를 뒷받침하는 보고서를 잠재적 출자자에게 전달할 수 있었습니다.
GLG 전문가들이 해당 특수 시장에 대한 정성·정량조사를 실시하고 독립적인 보고서를 작성해 비즈니스 케이스를 수립하였으며, 동시에 고객사에 많은 신규 인사이트를 제공했습니다.
심도 있는 기술 지식
고객사 산업에 대한 정보 확보가 어려운 상황에서도, GLG는 관련 분야의 전문 지식과 최고 수준의 시장 평가 기술을 보유한 프로젝트팀을 구성할 수 있었습니다.
독보적인 네트워크와 도달 범위
고객사의 사업 영역이 매우 특화된 산업이긴 했으나, GLG가 보유한 업계 최고의 네트워크를 통해 50명의 구매자를 대상으로 설문조사를 실시하고, 업계 고위 이해관계자와 10회의 심층 인터뷰를 진행할 수 있었습니다.
품질에 대한 자신감
경험이 풍부한 최고의 경영 컨설턴트로 구성된 GLG 전략 프로젝트팀이 프로젝트를 처음부터 끝까지 감독해, 전 과정에 걸쳐 최고의 품질을 보장했습니다.
세계적인 지식 네트워크를 보유한 GLG는 고객사와 분야별 전문가를 연결해 현실적인 인사이트에 기반한 현명한 의사 결정을 지원합니다. 여러 전문가로 구성된 GLG 팀이 고객사와의 긴밀한 협력을 통해 맞춤 접근법을 제시하여 기간 내에 문제를 파악 및 분석하고 해결안을 찾을 수 있습니다. GLG는 전문적인 의사결정에 필요한 인사이트를 제공합니다.
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.