Value Proposition Discovery

The value of a new product depends on how well the suppliers deliver the services required to apply the product to current or new business practices.


Understand the customers´ needs and competitors initiatives to support implementation, training and adoption levels of the software,

What we do

C84 will analyze the main competitors through its dedicated vertical engines, social audits, and one to one interviews.

Top Results

User Groups and Reason for Buying. Main competitors, their competitive approaches, market size, dominating technologies, and price structures.​


C84 will deliver the data and conclusions in feedback meetings and a presentation and handouts.

Choose the perfect plan

Choose the type of service, that perfectly matches your requirements 

Done For You

Done-For-You is priced as “boxed service” – starting at € 15k per project. Turnaround is 2 weeks, depending on the availability of our clients. 


Coaching is a paid mentorship program – starting at € 15k. Turnaround is 6 weeks, depending on the availability of our clients. 

Value Proposition Discovery

We will analyze the main competitors, their competitive approaches, market size, dominating technologies, and price structures.

Distribution Strategy for Germany

Most software companies start out selling directly to their end users. Can they continue selling directly when entering new markets?

Bridgehead Customer Acquisition

Based on the results of our Target Market Analysis, we have identified the requirements for an ideal bridgehead customer.

Bridgehead Partner Acquisition

Based on the results of our Target Market Analysis, we have identified the requirements for an ideal bridgehead partner.

Only a few companies have the resources to conduct market research beyond their core market. They have brilliant expertise in this home-turf but little understanding about cross-industry threats, or black-swan scenarios. While this wasn’t a problem in the past – today, disruption comes from tech platforms or startups

  • / Product deep Dives
  • / Track Market Innovation
  • / Understand Similar Markets
  • / Understand A Competitor Product
  • / Scope Expansion
  • We crawl the web, social media, and premium databases for reports, collecting information about your clients´ needs and competitors´ value propositions. You understand disruptive threats, new technologies, and your competitor’s strategy on a local level.
  • Our social web audits deliver updates about any individuals, product or company mentioned on the real-time web. Powerful filters and search functions allow us to monitor and target your audience as individuals and deliver with precision.
  • We interview buyers, competitors, users
  • We talk to the key stakeholders to understand their expectations and experiences with existing product and service concepts.
  • We identify areas that are suffering from too many suppliers and underserved areas, still open for attractive new entrants
  • Competitor Scorecards are compelling visuals showing how your own products stack up against your competition.
  • The Competitor Report shows Companies and Products, that are competing for the same budget. This simple Competitor Report lists Companies and Products, that are competing for the same budget. It´s one of the delivery formats, you will enjoy when planning to go to market in a new area or product area with us. No excel sheets or silos
  • Stakeholders need to be instantly on the same page, when it comes to project status and how to move forward. Tools like airtable will allow the team to jumpstart, even when not all stakeholders are using the same cloud system 
  • / We provide you with the tools and templates.
  • / We do the crawling to get things up to speed.
  • / We take care of the content updates. 
  • / We foster efficient team alignment. 
  • / The user interface allows grouping and searching for the company name, product name, feature or target audience. It´s a beautiful way to align stakeholders from different areas and technical and non-technical backgrounds.
  • Video Briefings are management presentations and workshops, delivered by a senior partner, functional specialist or industry executive
  • Sympathy and empathy only show themselves in conversation from person to person. Misunderstandings can also be solved directly. A video call is therefore more than the exchange of news and information, it is a human interaction.


  • Our preferred video conferencing tool is Zoom, which is positioned in the Leaders Quadrant of the Gartner Magic Quadrant for Meeting Solutions 2019. If you are not currently using this software, please download it in advance as we will be starting our call on time. | Zoom Download Link
  • / You enter a new market
  • / You look to partner with a company in a certain space
  • / You buy a company
  • / You build a product or serve a new market
  • / You respond to insurgent business model

3 categories of competitors are chasing the same market:

  • 1. Direct competitors offer the same product as you.
  • 2.Indirect competitors target the same need with a different product.
  • 3.Replacement competitors compete for the same budget.

One benefit of real-time competitor analysis is we’ll know when they launch new campaigns and products. It goes without saying that if a competitor produces something exciting or innovative, we need to know right away.

We use web tracking, social listening tools and monitor backlinks to find sources that link to the competition.

  • Done-For-You means Getting-Results-Quickly. We will ask you what´s needed, but do our “little magic” at our own pace.

  • Our Satisfaction Guarantee will apply. This means – we conduct immediate post-mortems after each delivery and you don´t pay for what you don´t like

Some data is easier to access than other.

Data from corporate websites is all public, so there isn’t a problem accessing it. Private data is much harder to get a hold of. Look out for sales reports, news articles, and press releases to see what info businesses are releasing


Gathering data from corporate websites, press releases, public databases, social networks, and investment communities. SEO metrics are easy to get. There’s a range of tools out there that can tell you about a website’s performance.

2. Community

Gathering data from discussions on professional networks like LinkedIn, Quora, and Xing

3. Interviews

Conducting own research allows asking the exact questions you want from the exact people you want. Structured interviews with a hand-picked selection of executives and industry experts can be a costly process, but if done right the returns will outweigh the costs.

Our Clients Say

Rainer M. Giersch, Director Business Development Europe

Government of British Columbia
Partner – Research & Business Development
Mobile Services & Advertising Technology
Axel has an amazing ability to link Mobile Innovation, Social Network Dynamics and their impact on international trade and investment. He is able to connect with and energize an audience, no matter how varied the group may be. At a recent conference that I organized he captured a crowd of media, tech, and online professionals with a presentation on Mobile Monday and its importance on driving innovation and cooperation between mobile developers, international technology companies and other relevant stakeholders. Great to see someone actually living the idea of Global Mobile Business Development

Axel Hoehnke

Managing Partner


2018 - Present

Advisor to Software & Network clients. Audits and Strategy ConsultingFounder & Managing Partner.

2002 - 2018

Positions with Tech Startups

Positions with global adtech tech leaders like Atlas Microsoft, Smaato, RadioOpt (Vodafone), Mobile Payment, Crypto-Assets, and Real Money Gaming Specialists.

1992 - 2002

Positions with Global Corporates

Marketing Sales Management positions with Mars, Bertelsmann, Premiere (aka SkyTV), Thomson Multimedia. Helsinki Telecom (Elisa Group).

About Me

I help investors to avoid the costly mistakes others have made in the last years when building and growing an international tech business. Based in Hamburg, I work for software and network clients from any region.



Cyber Security Alliance

2008 -2015


Co-Founder, Board Member Germany. Global Think Tank in 70 countries, Developer hub.


Dipl. Kaufmann, Marketing & Innovationsmanagement


Go To Market Planning & implementation 89%
Mobile Connected Services - Tech Stack 75%
Cybersecurity & Background Audits 64%
Merger / Exit Preparation 50%
Revenue & Team Management 85%

Founder and EVP
Digital Envoy / Digital Element

Serial Entrepreneur | smaato​

CEO Helsinki Telekom Deutschland / Elisa Group

Rob Friedman, Founder and EVP

Digital Envoy / Digital Element
Partner / DACH Markets
IP Targeting / IP Intelligence
Axel has worked with Digital Envoy for several years. Axel is very hardworking and results driven, and is always focused on providing top notch service. He has proven to be a valuable resource for our company.

Harald Neidhardt, Founder & Curator | smaato
VP Strategy & Business Development
Advertising Technology
Axel is one of those few folks who understands both what the business needs and how the technology needs to support the business. His command of the digital media space, from both technical and business dimensions, is truly impressive. And, he’s a great human being and a pleasure to work with!

Dr. Jürgen Kassubek CEO

Helsinki Telekom Deutschland / Elisa Group

Marketing / Product Development
Carrier / Fixed Mobile Networks

Axel was responsible for the Marketing and Product Development for the 18 Elisa city carriers and the nationwide carriers. He coordinated the Marketing & Product related know-how transfer between Helsinki and the German city carrier group and the central product & service roadmap. He negotiated the e-commerce pilot with one of the largest German media houses and a California based e-commerce specialist.

Björn Matthies, Member of the Board

Swiss Crypto Exchange

Processes / Automatisation
Payment and Cryptocurrencies

Axel´s expertise significantly improved the efficiency of our product road mapping, marketing, and sales automation process and finally helped us in achieving harsh deadlines