Case Study

A partnership to launch innovative wind farm analytics software for Renewable Dynamics

Client

Wind Energy Software & Analytics Platform

tulip-life.com

Project

Service:
The BD Boot Camp

Length of engagement:
12 weeks

Successful because:
Data-driven market positioning

Results

Clear brand identity
Compelling value proposition
Ready for international launch
Digital presence established
Conversion-focused messaging

Problem: Exceptional software expertise without a market-ready proposition

About Renewable Dynamics

Renewable Dynamics is a specialized consultancy with over 20 years of expertise in wind energy, focusing on performance analysis, fault identification, control design, and lifecycle assessment. Their team of industry experts had developed an innovative software solution called TULIP (Turbine Life Insight Platform) that transforms fragmented wind farm data into actionable intelligence.

Despite having created a powerful software solution that met a genuine market need, the team faced a common challenge for technical founders: translating deep technical capabilities into compelling market positioning that would resonate with decision-makers at major wind farm operators across Europe.

“The team at Renewable Dynamics had created exceptional software with real value, but they needed help articulating that value in a way that would cut through in a crowded marketplace.”

How did the project come about?

Renewable Dynamics recognized they had a specific window of opportunity with their Continuous Life Assessment software product. With some early market adoption already in place, they were poised to capitalize on this momentum, but needed a structured approach to take their proposition to international markets.

They engaged Make the Break to help transform their technical expertise into a compelling market proposition and create the necessary marketing infrastructure to successfully launch TULIP to wind developers and operators across Europe—all in time for the WindEurope Copenhagen event.

Solution: A 12-week BD Boot Camp focused on turning technical capabilities into market-ready positioning

Understanding the market and users

The first critical step was to deeply understand the personas who would be using and purchasing TULIP. Through collaborative workshops, we identified two key buyer personas in the Fleet Performance Manager and Asset Manager.

By mapping out their specific tasks, pains, and desired gains, we created detailed value propositions that directly addressed their most pressing challenges; transforming technical software features into compelling benefits that spoke directly to their day-to-day realities..

Crafting a distinct brand identity

Rather than positioning TULIP as just another monitoring tool in a crowded market, we created a distinctive brand identity built around three archetype patterns:

Sage (Primary): The wise teacher and expert
Hero: The problem-solver and champion
Magician: The visionary transformer

This archetypal foundation gave us clear direction for the brand voice, one that is insightful and knowledgeable while remaining accessible and solution-oriented. We developed a comprehensive tone of voice guide that enabled the Renewable Dynamics team to maintain consistent messaging across all channels.

“Our workshops revealed a key insight: asset managers weren't lacking data—they were drowning in it. What they needed was clarity and actionable intelligence. This became the cornerstone of our positioning for TULIP.”

From technical features to compelling market positioning

A common challenge for technical founders is focusing on features rather than benefits. We helped reshape how the Renewable Dynamics team talked about TULIP, moving from technical specifications to powerful market positioning:

BEFORE: “Our wind turbine analytics platform tracks various operational parameters and provides reports on performance metrics that can be useful for maintenance planning.”

AFTER: “Our analytics platform transforms the flood of turbine data into clear performance insights, empowering your team to predict maintenance needs before they become costly failures.”

Building the sales and marketing infrastructure

With the strategy and positioning established, we developed a comprehensive set of sales and marketing assets:

Professional brand kit including logo set, font family, and color palette
Compelling pitch deck designed for prospect meetings
Capability statement highlighting TULIP’s unique value
Professional website anchoring their digital presence
Social media templates for consistent outreach
Target account mapping across European markets
Custom discovery call templates for the sales team

Building momentum: A strategic approach to software launch

Unlike consultancy services where relationships often drive business development, software requires a more structured demand generation approach.

We worked with the team on a target market data set as well as a discovery canvas to help the team be at their best when talking with a new prospect.

The coordinated approach ensured Renewable Dynamics had a complete toolkit for launching TULIP into the European market, with all assets and strategies aligned to their key buyer personas and distinct value proposition.

Success: From technical solution to compelling market proposition

The 12-week BD Boot Camp transformed how Renewable Dynamics presented TULIP to the market. The team moved from technical capabilities to compelling messaging that resonated directly with their target customers’ most pressing challenges.

The new positioning clearly articulated how TULIP helps wind farm operators:
.

Transform fragmented data into actionable intelligence
Make confident decisions backed by reliable analytics
Demonstrate measurable value to stakeholders
Extend asset longevity while simplifying complex project oversight
Optimize performance through data-driven insights

Armed with professional marketing assets, clear messaging, and a targeted go-to-market strategy, Renewable Dynamics was perfectly positioned to capitalize on their early market traction and accelerate adoption of TULIP across European wind markets.

The project demonstrated how Make the Break’s BD Boot Camp can be adapted to software propositions, focusing on user-centered positioning and structured demand generation—quite different from the relationship-driven approach typically used for consultancy services.