Choosing where to take a new mowing technology first

The question

An outdoor equipment maker had several professional markets it could take a new mowing technology into, and a portfolio review ahead.

Leadership wanted to know which markets to enter, in which countries, in what order and with what product, in time for that review.

Our approach

We built a market-size model from the ground up, combining desk research, expert input, the company’s own data and satellite measurement of the land itself.

Then we went to the people who manage and buy the mowing, from large sports venues to municipal grounds teams. A directional survey followed, with reactions to the client’s physical machine concepts.

Every market was assessed on opportunity, ease of entry and the company’s right to play, and read through what pushes a buyer toward change and what keeps them where they are.

Putting the measured size of each market beside the buyers’ own view of change meant leadership could compare very different professional markets on the same terms.

What the team came away with

Portfolio leadership had the market-size model and an assessment of every market and country, ready for its portfolio review.

The model was built by country and segment, so the team could weigh where to go first, in what order and with what product, on one consistent basis.