Wohl Associates services to its clients are based on its expertise. Generally that means:

• Today, we do most of our work for software vendors. In the course of that work we do, of course, talk to many other industry participants – customers of every size and type, hardware vendors, service providers. Occasionally we do an assignment for one of them, where our skills can be appropriately used.
   
• Our interests are always focused on the commercialization of new and emerging technologies. That can take us anywhere (and it has), but we are currently focused on SOA, SaaS, and Cloud Computing. Of course, we still get to look at areas where we have deep and long-term expertise like office productivity and collaboration – and we look at new areas all the time.

Wohl Associates assignments are many and varied, but some recurring themes include:

• Advising on new technologies and products and their market entry – This might include looking at market readiness, potential partners, potential competitors, product packaging, pricing models, product messaging, and timing.
• Advising on Company and Product Strategy and Positioning – This is effective for new products, but also for older products that need to be fine-tuned or realigned.
• Creating and reviewing new product messages – Working with a client to develop a narrative for a new product, including its benefits and how its messages will fit into existing company and existing product messages. This might include advertising, product literature, and presentations.
• Writing White Papers and other marketing collateral. A specialty is translating dense technical information into business benefits. Another is creating synthetic case studies, using artificial clients and events, to explain new technologies in advance of actual customers.
• Speaking at Client’s customer and partner events.

Some typical assignments might be:

• Create and run a two-day workshop for a client who is bringing a new technology to market. This might include preparing materials in areas the client selects (e.g., competition, pricing, target markets), running the workshop, developing a potential positioning, and discussing messaging and customer benefits.
  
  Cost: 3 Days: $15,000
  
   
• Review Product Messages for a client via teleconferences, one hour at a time, for six months. Discuss presentations and marketing materials. Review materials in advance and discuss with executive and team on the phone. Eight sessions.
  
  Cost: 1 Day $5,000
   
• Provide White Paper on a new product for its launch (new technology area). Include an explanation of the technology and its business benefits. Prepare three synthetic case studies. Interview vendor and include their internal use of the technology. Length: 8 pages.
  
  Cost: $35,000

Webinars

• Wohl Associates also does webinars, both on its own and for clients.
• We might participate as organizer, moderator, speaker, or all three, as the occasion demands.
• Some of the topics we’ve participated in include SaaS, SaaS Profitability (for SaaS ISVs), SOA, and Using ESBs (in a SOA Environment).