---
title: "Market entry research for a new mowing technology | antedote"
description: "Market sizing and buyer research for a new mowing technology: professional markets across six countries, assessed for a portfolio review."
url: "https://antedote.com/explore-our-work/where-to-take-a-new-mowing-technology-first/"
author: "antedote"
---

# Choosing where to take a new mowing technology first

A new technology needs a first market, and every professional market has its own buyers. For an outdoor equipment maker, we sized each market and heard from the people who buy the mowing, in time for a portfolio review.

**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 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.

## Related work

[View market entry case studies](https://antedote.com/explore-our-work/?work=Market%20entry#library)

- Industrial equipment

    ### [Understanding how users choose between industrial equipment brands](https://antedote.com/explore-our-work/brand-choice-in-industrial-equipment/)

- Health and wellness

    ### [Planning a health brand’s entry into four new markets](https://antedote.com/explore-our-work/a-health-brands-entry-into-four-markets/)

    The brand later launched in one of the markets we had researched.

**What we do**
[Market entry research](https://antedote.com/what-we-do/market-entry-research/)

**The thinking behind this**
- [What would customers have to give up to choose you?](https://antedote.com/thinking/why-customers-who-want-to-switch-stay-put/)

## Considering a new market?

We’d be happy to talk through what it would take to know.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

A partner or director will reply.