Planning where an outdoor equipment business should grow

The question

The business sold to professional and residential customers, and it needed one plan for where to grow across both, over the years to 2030.

The plan had to say where to focus, in what order, and what it would take in people, channels and marketing. It also had to take a view on how quickly newer kinds of equipment would change the market.

Our approach

We built the fact base from both sides of the business: years of the company’s own sales data alongside external market statistics, in one sizing model.

We heard from every segment it serves, from experts and business owners to greenspace and property managers, and a household survey added the residential view.

Then we shaped the plan with the people who would run it. In working sessions, the country team worked through the plan’s objectives, sequence and resourcing with us, so it was their plan from the start.

What the team came away with

The country team had a market sizing model and a growth plan to 2030, built with them in the working sessions.

“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