Finding that Competitive Edge

Situation:
Verza, a young Dutch-American company offered online payment processing services for small merchants who wanted to tap into the Internet as an additional revenue source. The sector was crowded and Verza had to distinguish itself and find a competitive edge.

Solution:
While G2 led the executive team through a positioning exercise, it discovered that Verza's customers were very concerned about fraudulent credit card transactions and the rising costs of fraud insurance. As it turned out, Verza provided anti-fraud screening technology in its turnkey offer - a service that would lower security costs for its customers and provide that unfair advantage the company needed.

Results:
Once G2 Communications educated the press about growing security problems, it was able to position Verza as an industry expert and a source for related stories in the Wall Street Journal, BusinessWeek.com, Investors Business Daily, NPR, and Inc. Magazine. G2 also developed a number of bylined articles for Verza's CEO that appeared in Success Magazine, as well as a variety of Internet media outlets. Verza's revenues were over $1 million within its first two years of business.