Case Study | Replicon

Category Design Advisors worked with Replicon’s leadership team to help them discover and solidify a new category concept. Together, we landed on the term “Time Intelligence” to describe the new category of AI-driven time tracking that Replicon wanted to pioneer.

  

replicon_logo

“Time Intelligence caught on with us very quickly,” says Replicon CEO and co-founder Raj Narayanswamy. “We collect time and apply meaning to it.”

Raj Narayanswamy.

Raj Narayanswamy. Replicon

Challenge

In 2017, Replicon was a twenty-year-old software company with operations in Silicon Valley and Calgary, Canada. The company billed itself as “Time management for your entire workforce,” and was one of many successful companies in a crowded, competitive market for time-tracking software. Replicon sold the kind of technology plumbing that every enterprise needed, but it didn’t make anyone very excited.

The leadership team at Replicon had interesting ideas about a category it could define and develop. Time-tracking software gathered a lot of data about what employees were doing and when. In an era of IoT devices, big data and artificial intelligence, Replicon saw a way to tie time-tracking data to other data generated by an enterprise, and build AI to spot trends and opportunities for doing things better.

Solution

Category Design Advisors worked with Replicon’s leadership team to help them discover and solidify this new category concept. Together, we landed on the term “Time Intelligence” to describe the new category of AI-driven time tracking that Replicon wanted to pioneer. We then worked together to develop a Point of View document that clearly told the story of the category, which helped rally the whole company behind the concept.

“Time Intelligence caught on with us very quickly,” says Replicon CEO and co-founder Raj Narayanswamy. “We collect time and apply meaning to it.”

Results

In October 2017, Replicon rolled out its Time Intelligence category at HR Tech in Las Vegas. The impact was instantaneous. Replicon’s sales team reported that they were having entirely different conversations with prospects. As one salesperson noted, “People are intrigued by time intelligence...and are asking who our competitors are.” Analysts who saw Replicon as one of many competitors in an established market looked at the company in a new way. Replicon’s internal product team responded positively to the new category, saying that they now felt like they had a “flag on the hill” to march toward.

“From an outcome perspective, we realized very quickly we were able to define the company that way,” Narayanswamy says. “Time Intelligence stands out more as a differentiator for us today. We’re seen as different from other vendors in the space. Every time I have a conversation with CIOs and CEOs, they immediately get it. It’s a different conversation we’re having at the executive level. Even if customers don’t know exactly what it is, we’re seen now as the Time Intelligence company.”

The media has taken note, too. The concept of “time intelligence” has garnered press attention, including a story in Fast Company (“How to Measure Your ‘Time Intelligence’ – And Why It’s
Important”). “Our new category has definitely made the competition take notice,” Narayanswamy says.

 

RepliconHOME

Contact us to learn more about defining your category.

Move your company from just better...to different.

Contact Us