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Uncover profitable growth opportunities
- The success of strategic marketing can be judged by the extent to which it drives growth and profit. Our Grassroots Strategy approach uses your real projects to teach your cross-functional teams how to identify promising ideas and turn them into profitable business opportunities. The successes achieved validate and promote a strategic thinking mindset across your organization for years to come.
Spray Foam Insulation
- Situation: Client makes a proprietary ingredient, offering a slight performance advantage, for spray foam insulation but its ability to capture value is limited by a complex value chain
- Objective: Find a route to market that does not conflict with existing customers and where the client can capture more of the value created
- Outcome: Identified a military application – spraying tents in forward bases – where no one was providing the complete solution.
- Testing showed the payback period via energy savings (reduced air conditioning costs) was less than 3 months.
- Initial project was funded at $12.5 million in revenue – additional opportunity projected at $30 – $50 million in incremental revenue.
- Situation: Client makes tools and inserts for machining applications but was facing low-cost competition able to demonstrate near-identical performance in an increasing percentage of applications.
- Objective: Find a way to get paid for breadth of solutions and depth of machining expertise.
- Outcome: Launched a software-based offering to optimize tool usage that balanced set up time, productivity, and wear.
- ‘Production’ version launched in early 2014 – revenues undisclosed
- Winner of Carnegie Science Foundation Award for Advanced Manufacturing
- Situation: Small, unprofitable product line in a large market that was competing based on price discounting (up to 70%).
- Objective: Determine if the product line should be discontinued or if there are opportunities to improve performance
- Outcome: Determined that there was a niche (~15%) of the market where they had significant differentiation and could increase their prices by up to 800% and still deliver value to the customer.
- Raised prices by 400%
- Targeted specific opportunities, rather than broader market
- Grew business by 300% in first year
- Went from unprofitable to over 50% contribution margin