Mapping professional markets for a new mowing technology
An outdoor equipment maker was bringing a new mowing technology to professional markets in six countries. We sized each market from the ground up, from the land to be mown and the cost of mowing it, and heard from the people who buy the mowing.
- Client
- Outdoor equipment maker
- Industry
- Outdoor equipment
- Markets
- Six countries in Europe, North America and Asia
- Kind of work
- Market entry
- Our role
- Market sizing and buyer research across professional markets in six countries
The question
An outdoor equipment maker had a new mowing technology for professional grounds, and several professional markets in several countries it could take it into.
The markets were very different, from large sports venues to municipal grounds teams. The business wanted to know which to prioritize, in which countries and in what order, and a first read of each market’s size was due in time for a portfolio review.
Our approach
We built each market’s size from the ground up, from mapping of the sites and the real cost of mowing them.
The share open to the new technology came from what buyers told us, counting those who would sooner buy the mowing as a service, and every market was read through what pushes buyers toward change and what keeps them where they are.
The company’s own team assessed its sales and service strength in each country, so every market was judged on size, ease of entry and the right to win.
What the team came away with
The sizing model, by country and segment, came first, in time for the portfolio review.
The full assessment followed: every market rated on the same terms for its size, how open it is to a newcomer and the company’s right to play, with buyers’ views beside the numbers and guidance on how to approach each kind of buyer.
Very different professional markets could now be compared on one basis, so the business could weigh where to go first, in what order, and with what kind of offer.
The sizing models came with the full report, so the team could return to any market’s numbers as conditions changed.
Who we heard from
Grounds and course managers, contractors who mow for others, dealers, consultants and industry experts across the professional markets in each country
Related work
View market entry case studies- What we do
- Market entry research
- The thinking behind this
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