Strategic Development of New Service Line
An oilfield service company engaged McDaniel+Cullen when customers began requesting service capabilities beyond its staff augmentation model — putting the existing business line at risk. M+C assessed internal capabilities, gathered customer requirements, and delivered a full new service line strategy, resulting in a board-ready plan now being implemented.
Situation
This oilfield service company had built a successful, fast-growing business around staff augmentation — placing skilled personnel inside its customers' operations. As those relationships deepened, customers increasingly asked the company to take on broader scopes of work and higher service levels rather than supplying labor alone.
Leadership saw both an opportunity and a risk. Standing up a true service line would let the company capture more value and lock in strategic customer relationships, but moving too slowly — or without a clear capability and commercial model — risked ceding the work to competitors and eroding the staff augmentation revenue the business already depended on.
M+C Approach
McDaniel+Cullen began by assessing the company's internal capabilities against the requirements of a full service-line offering, identifying the people, processes, and commercial structures that would need to be built or strengthened. In parallel, the team interfaced directly with key customers to capture their real requirements, expectations, and decision criteria.
Using those inputs, M+C prepared the company's response to a customer RFI of capabilities and developed a complete strategy document for the new service line — including the value proposition, a capability roadmap, and a quantified business case. Throughout, the engagement drew on M+C's first-hand operating experience in the sector so the plan reflected how buying decisions are actually made in the field.
Results
The board-ready strategy for the new service line is being implemented, giving the company a structured path to grow beyond staff augmentation.
Key Outcomes
- Board-ready strategy document and quantified business case for the new service line
- Customer-validated requirements captured through direct stakeholder interviews
- Completed RFI capability response positioning the company for new scopes of work
- Capability roadmap to expand beyond staff augmentation while protecting the existing business
Client Feedback
"Mark was so helpful to quantify a business case to start up a new product line. He articulated our value potential to our customers in ways we had not thought about before. We followed his advice and have a growing product line in place. His prior experience in the industry was so valuable to us.