Realizing the value of digital twins for wastewater treatment plants and taking it to market with Jacobs Engineering
Jacobs Engineering is a leading global firm in consulting, engineering, and construction services across various industries.
Getting an AI product from idea to reality
Jacobs Engineering needed a solid value proposition, product strategy and go-to-market strategy to launch and drive adoption of an emerging technology combining AI with traditional mechanistic models to enhance efficiency in energy and chemical usage in wastewater treatment.
Developing an AI product strategy with clear value
Together, we developed a comprehensive product strategy that would align internal stakeholders and clearly articulate the product’s value proposition.
Our approach focused on three key areas: stakeholder engagement, value proposition development, and product strategy and market positioning.
A clear value proposition and a product strategy that drives adoption
We collaborated with Jacobs Engineering to develop a product strategy that aligned stakeholders, refined the value proposition, and positioned the AI-driven solution effectively in the market, emphasizing its innovative use of AI and digital twin technology, driving adoption and industry leadership.
Together with Jacobs, we developed an AI product strategy and value proposition for their emerging technology, to drive sales and adoption
Jacobs Engineering, a global leader in engineering solutions, had developed a cutting-edge hybrid ML product designed to revolutionize wastewater treatment – but they had a challenge growing internal momentum, external clarity, and moving from a service to an AI product.
The product combines machine learning and AI with traditional mechanistic models, to enhance efficiency in energy and chemical usage in wastewater treatment, essentially making it cheaper and more effective to run a wastewater treatment plant. A unique solution in the industrial sector helping wastewater plants meet aggressive budgets.
Despite its potential, Jacobs struggled to articulate the value proposition to both internal stakeholders and external customers, resulting in slow adoption rate. The sales team, accustomed to promoting established products, found it difficult to sell this new, complex solution. The company needed a clear and compelling value proposition differentiated from the rest of their portfolio to drive adoption and market success.
A clear product strategy driving clear value in the B2B space is a necessity to align complex buyers, especially for new AI features and skeptical industrial buyers who have ‘seen it all before
Christian Cobb, Innovation Strategist - BOI (Board of Innovation)
There is an abundance of AI tools out there. But where are they actually working and driving real value?
How many times have you been an AI tourist? “AI tourists” use AI features, but only a few times. Executives chasing AI hype without solid product strategies push through AI products and features without seeing impact.
Together with Jacobs, we developed an AI product strategy and value proposition for their emerging technology, to drive sales and adoption – by taking the time to shape features with clear value internally and externally.
To address these challenges, we collaborated closely with Jacobs Engineering to develop a comprehensive product strategy that would align internal stakeholders and clearly articulate the product’s value proposition. Our approach focused on three key areas:
Stakeholder engagement
We began by engaging with various external and internal stakeholders, including customer leaders, customer users, leadership, sales teams, and technical experts, to understand their perspectives and challenges. This process involved conducting interviews with over 20 key stakeholders to gather insights and build consensus around the product’s potential. By incorporating the voices of the sales team early in the process, we ensured that their concerns and needs were addressed, making them more invested in the product’s success – a critical piece in the transformation and change management process.
Value proposition development
Through a series of workshops, we worked with Jacobs’ leadership to refine the product strategy and ensure it aligned with the broader portfolio. We emphasized the importance of differentiating this new product from existing solutions within the company, helping it stand out in a crowded market. Leveraging our expertise in AI and industrial solutions, we crafted a value proposition that highlighted the product’s ability to optimize operations and reduce costs while addressing the unique needs of wastewater treatment plants.
Product strategy and market positioning
With a clear value proposition in place, we helped Jacobs articulate the product strategy in a way that resonated with both internal and external audiences. This included creating a communications deck that the sales team could use to effectively pitch the product to customers. We also provided strategic guidance on how to position the product as a thought leadership tool in the industry, emphasizing its innovative use of AI and digital twin technology.
sacrificial value propositions
stakeholders engaged
Today, the use of machine learning for nutrient management at WRRFs is in its infancy with very limited application in North America. This proposed combination of machine learning and model-based control in a single hybrid tool holds the potential to greatly increase operational efficiencies and improve effluent quality by automatically handling control similar to the way a process engineer would, if they could stay focused on data 24/7.
Stephanie Fevig, Program Manager - The Water Research Foundation Research
in savings annually for end users of the product this solution evolved from.
savings on materials used in a wastewater facility
Our collaboration with Jacobs Engineering resulted in a clear and compelling value proposition for their emerging technology that resonated with both internal stakeholders and external customers. The product strategy we developed aligned with the company’s broader goals, ensuring that the hybrid optimization product was positioned as a differentiated and innovative solution in the market with different value-based revenue models for sales to utilize.
Key outcomes included:
↳Product strategy: a product strategy that penetrated hard-to-sell-to industrial groups with a clear articulation of the product value proposition and revenue model for rollout.
↳Internal Buy-In: By involving the sales team early in the process, we ensured that they were equipped and motivated to sell the new product. The clear articulation of the product’s benefits made it easier for them to convey its value to customers.
↳Market Success: The communications deck we delivered became a critical tool for the sales team, and it continues to be used in promoting the product. This has contributed to the product’s ongoing rollout, with initial deployments in several key markets.
↳Strategic Impact: The project not only helped Jacobs successfully launch their hybrid optimization product but also reinforced their reputation as an innovator in the industrial sector. The clear and differentiated value proposition we developed positioned Jacobs as a leader in leveraging AI for industrial applications, setting the stage for future innovations.
By working closely with Jacobs Engineering, we were able to transform a complex, emerging technology into a market-ready product with a compelling value proposition that resonates with both internal and external audiences. The success of this project underscores the importance of a well-articulated strategy in driving innovation and achieving business goals.
Soon after the project, the Water Research Foundation adopted the tool to research. Jacobs received agreements to be implemented at 2 wastewater treatment centers at the conclusion of the project.
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