PBS operates in an industry where positioning complexity is exacerbated by opaque offerings and often confusing communications. The primary objective of our involvement is to map the forces at play. We conduct a detailed analysis of the software industry, focusing on the specific characteristics of CRM software for the real estate sector. This research allows us to identify trends, user expectations, and structural weaknesses in competing offerings.
Particular attention is paid to the dynamics of the real estate market in the Middle East, particularly in Saudi Arabia and the United Arab Emirates. These regions are characterized by massive investments, increasing digitalization of business practices, and a political will to modernize the economy. This geographical market analysis allows us to better align PBS’s offering with the real needs of the target markets.
Building on this diagnosis, we propose a marketing strategy aimed at positioning PBS as a clear, accessible, and transparent solution. In an ecosystem where competitor websites struggle to clearly present their offerings, PBS’s approach focuses on ease of access, product demonstration, and a clear pricing presentation.
The development of the pricing architecture is based on a detailed modeling of purchasing behaviors. We adopt proven models such as per-user pricing and progressive tiers, but we rigorously adapt them to avoid common market pitfalls: confusing offers, excessive complexity, or lack of clarity. Each package offered by PBS is designed to meet a specific segment with scalable logics that support the growth of client businesses.
The strategy then unfolds into a five-phase structured deployment plan. Each phase is designed to progressively test, adapt, and establish the product in its target markets. We begin with a pre-launch phase focused on creating marketing tools, demonstrative content, and educational materials. This is followed by testing phases in secondary markets, allowing for adjustments to pricing, features, and communication based on feedback.
Once the learnings are integrated, PBS is ready to enter more competitive and strategic markets. At this stage, we structure campaigns, target the right influencers, and activate partners capable of connecting PBS with key decision-makers.
The work accomplished enables PBS to have a clear, deployable, and realistic strategy in a saturated market. With a clear offering, consistent pricing, and a well-established identity, PBS enters the arena with strong arguments. The action plan designed by Squalls provides a pragmatic, structured roadmap tailored to the realities of the Middle Eastern markets, while remaining true to the project’s values of innovation, simplicity, and transparency.
