On the basis of the IN Vision case-picture attached below 

1. What position within the market does IN Vision appear to be seeking?
2. How might you form formal vision statement for IN Vision?

 

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66 The business market environment CASE STUDY InVision InVision is a software company with a worldwide base. The company was founded in 2011 by Ben Nadel and Clark Valberg, and has since grown to be worth over $2 billion. InVision produces a suite of software which greatly enhances the speed at which new software can be designed, by providing rapid communications between the many people involved in the process. Everything the design team needs is built in, and the software allows for some very rapid informal or formal interchanges between the participants. InVision has employees in 28 countries and operates worldwide. However, this distribution is heavily skewed toward North America, where 78% of the employees are based; 13% are based in Europe, and only 3% in Asia. This may be a reflection of the firm's client base, who are predominantly large US software-reliant corporations. In the business the company is in, most of the activity happens in cyberspace, so the actual location of the corporate headquarters is not crucial. On the company Facebook page, they describe themselves as: "The digital prod- uct design platform used to make the world's best customer experiences." The com- pany goes on to say "InVision is the world's leading design collaboration platform, powering the future of digital product design through our deep understanding of the dynamics of collaboration." This vision of creating the world's best customer experiences has certainly been taken on board by InVision's own customers. One InVision customer is Zendesk, who specialize in creating customer relationship management software and systems. When COVID-19 hit in late 2019, customer relationship management (CRM) became more important than ever, so Zendesk needed to create new software that would allow CRM activities to continue even when company representatives would be unable to meet up in person. Zendesk used InVision software to create an entirely new product, the Thank You Machine, which allows people in client companies to send personalized thank-you cards online to those in other organizations who have been particularly helpful. The design process for such a system would normally have taken around a month, but using InVision's Freehand system enabled Zendesk to complete the process in less than ten days. InVision has many other such success stories: the company has done business with Virgin, IBM, Amazon, Spotify, and many others - in fact, InVision claims to supply every company in the Fortune 100. The results are impressive for these cli- ents: using InVision platforms saves around $3,000 per designer per annum, new products average six and half weeks faster to market, and the average return on investment is 475% over three years. InVision does not appear to have a formal vision statement or mission statement. However, the company's strategic approach certainly seems to have paid off. 66 The business market environment CASE STUDY InVision InVision is a software company with a worldwide base. The company was founded in 2011 by Ben Nadel and Clark Valberg, and has since grown to be worth over $2 billion. InVision produces a suite of software which greatly enhances the speed at which new software can be designed, by providing rapid communications between the many people involved in the process. Everything the design team needs is built in, and the software allows for some very rapid informal or formal interchanges between the participants. InVision has employees in 28 countries and operates worldwide. However, this distribution is heavily skewed toward North America, where 78% of the employees are based; 13% are based in Europe, and only 3% in Asia. This may be a reflection of the firm's client base, who are predominantly large US software-reliant corporations. In the business the company is in, most of the activity happens in cyberspace, so the actual location of the corporate headquarters is not crucial. On the company Facebook page, they describe themselves as: "The digital prod- uct design platform used to make the world's best customer experiences." The com- pany goes on to say "InVision is the world's leading design collaboration platform, powering the future of digital product design through our deep understanding of the dynamics of collaboration." This vision of creating the world's best customer experiences has certainly been taken on board by InVision's own customers. One InVision customer is Zendesk, who specialize in creating customer relationship management software and systems. When COVID-19 hit in late 2019, customer relationship management (CRM) became more important than ever, so Zendesk needed to create new software that would allow CRM activities to continue even when company representatives would be unable to meet up in person. Zendesk used InVision software to create an entirely new product, the Thank You Machine, which allows people in client companies to send personalized thank-you cards online to those in other organizations who have been particularly helpful. The design process for such a system would normally have taken around a month, but using InVision's Freehand system enabled Zendesk to complete the process in less than ten days. InVision has many other such success stories: the company has done business with Virgin, IBM, Amazon, Spotify, and many others - in fact, InVision claims to supply every company in the Fortune 100. The results are impressive for these cli- ents: using InVision platforms saves around $3,000 per designer per annum, new products average six and half weeks faster to market, and the average return on investment is 475% over three years. InVision does not appear to have a formal vision statement or mission statement. However, the company's strategic approach certainly seems to have paid off.