A growth strategy for a niche-market software firm

A relatively new software and professional services company is looking to expand its business in a niche market. The software product, used for articulating and managing a sustainability vision, is targeted to local governments in the US. The field o f sustainability is new and uncertain. In 2007, the company’s competitive advantage rests in the use of its knowledge of sustainability to deliver rapid implementation of its software product. Professional consulting services are integral to the product but also limit the company’s ability to scale its operations to achieve growth. Recommendations are proposed to help this young company achieve growth in the US market. Particular focus is placed on the role of alliances in enabling the company to gain a foothold in the emerging market for sustainability reporting.