Planning where an outdoor equipment business should grow

The question

An outdoor equipment maker’s business in one Asia-Pacific market sold to professionals and to households, two very different kinds of customer.

It wanted one plan for where to grow across both: where to focus, in what order, what it could aim for, and what it would take in people, channels and marketing. The country team would own the plan and run it.

Our approach

The plan began from a fact base: one sizing model joined years of the company’s own sales data with public statistics on the green space each customer looks after.

We heard from every segment the business serves, from experts and business owners to greenspace and property managers, and a household survey added the residential side. The country team shaped the plan with us, adding its own forecasts and working through objectives, sequence and resourcing in working sessions that turned a draft into the plan it would run.

What the team came away with

A long-term growth plan, built with the country team that would run it, came with a sizing model to check it against.

The plan covered professional and residential customers together, with a strategic view to 2030 and a nearer-term plan for going to market that the team could act on, test and adjust.

Because the model rests on the company’s own sales history, the team could update it as each year’s sales came in and keep the plan’s ambitions tied to the market.

“antedote brought simplicity and clarity to a complex challenge and provided us with a clear strategy and pathway forward to achieve exponential growth. Our leadership and team at large is excited about what is possible.”

General Manager, Asia-Pacific, outdoor equipment