Cases

IT'S A FACT: CHANGE THE MARKET, TAKE THE LEAD.


These are the stories of those who properly defined their Formula for Market Change™ and, today, continue to lead their markets. What will your organization do with the Formula for Market Change™?
 

Edtl Handball

Consumer Products / Sporting Goods

Overview: The number of handball athletes was shrinking dramatically and the market was dying, equipment hasn’t evolved in years. The sport (and its financial resources) was controlled by old fuddy-duddies that resisted innovation and fought to maintain power. These fuddy-duddies manufactured the equipment and forced players to use it in competition.

Background: The market was divided by indoor (small ball) players and outdoor (bigball) players. The establishment was alienating itself and new grass roots organizations were popping up to fill the void, further dividing the base.

The Market Change Opportunity: The market was hungry for a brand that represented the attitude of its athletes and modernized its gear.

The Highest Organizational Purpose: Grow the sport by attracting outside athletes to the game.

The Vision: Create an authentic brand that captured the hard-core street mentality of handball athletes and the highly competitive, bad-ass nature of the sport. Revolutionize the gear by modernizing materials and leverage thoughtful design that improved athlete performance by solving experiential problems.

Results (the Market Transformation): Edtl Handball took more than 60% of the international market, emerging as the leading global brand within 24 months of launch. The company forced the competition to copy its design styles and features and sell at a lower price, just to remain competitive.

Waitrainer

Tech / Innovation

Overview: In the mid 2000’s the restaurant industry used archaic paper based training manuals to manage and communicate its training information. At the time, E-Learning had emerged in other industries but the LMS platforms were static, hugely expensive and didn’t address the management of dynamic training information required by restaurants.

Background: Large restaurant chains understood the cost of training and began investing in interactive LMS’s for static training information, but couldn’t utilize the technology for product training. Product training is the most time consuming training to execute, but drives ticket averages and, ultimately, gross revenue.

The Market Change Opportunity: There needed to be a technology, accessible to the masses, which streamlined the collection, management and communication of training information for the restaurant industry.

The Highest Organizational Purpose: The Highest Organizational Purpose of the company is to simply training.

The Vision: Waitrainer was the restaurant industry’s first web-based training information management platform. Its job is to collect training content from recognized providers including training experts and product manufactures, enable customers to manage their proprietary content and provide key statistics that measure their staffs’ training progress. It also solved a secondary opportunity of allowing product manufacturers (beers, wines, spirits, etc.) to train influencers (restaurant service staff) in the market.

Results (Market Transformation): The Waitrainer LMS technology transformed the market by shifting the standard of paper based training information management to cloud based training information management.

Conclusion: As first to change the market, Waitrainer continues to lead at the forefront of mainstreaming the platform as the standard operating procedure. Competition has entered the market, but still playing catch up as Waitrainer acquires complimenting companies towards its goal of a public exit.

ENVIRONMENTAL WORKS

Environmental Services / Local Market

Overview: Flat Environmental Services Company, struggling for competitive advantage, sought Incite for help.

Background: In the heavily regulated and highly competitive world of Environmental Services, it’s hard to differentiate from the pack. Sales were driven by availability, rather than loyalty and market entry by multiple opportune specialists flattened sales.

The Market Change Opportunity: We learned that the market had a negative view of the industry and its service providers in general. Changing the perception of the industry could change the perception of the company to foster loyalty and growth.

The Highest Organizational Purpose: We discovered the staff at this company had a higher purpose: they were hard-working stewards of the urban environment.

The Vision: Design a new brand for the company that reflected its highest organizational purpose with a focus on showing the hard work, machinery and human grit required of competent environmental service. But to demonstrate authenticity, the company needed to back up its words with community programs and partnerships that supported its ultimate mission.

Results (the Market Transformation): The rebrand changed the perception of the company, elevating it away from its competition and distinguishing it as the clear leader. As a result, its competitors attempted to copy its community programs and messaging to remain competitive.

Conclusion: The Company grew by 56% within 6 months of implementation and made the Portland Business Journal’s Top 100 Fastest Growing Companies List within the year.

HUB COLLECTIVE

Graphic Design Studio / Regional Market

Overview: Local graphic design studio couldn’t break the $500K annual sales ceiling, turned to Incite for solutions.

Background: Known for its branding of high-profile local businesses, the studio was dependent on a single client for 90% of its revenue. Its operation was designed to serve the big client, yet its growth strategy was focused on selling brand work to small businesses. They were stuck operating as two different businesses, just to keep the lights on. They needed to choose one direction or another before they went bankrupt.

The Market Change Opportunity: Large corporations need design support but most graphic art firms want to do the “sexy” work of branding. The change opportunity was to create a new segment of graphic services called “production design services” that aimed to add bandwidth to design teams at large corps.

The Highest Organizational Purpose: The Company’s core competency was delivering fast-turn projects to big businesses. It specialized in doing the work internal design teams didn’t have bandwidth for. The longer they worked in an organization, the better their work and the more dependent large organizations become on the agency.

The Vision: Position the company as a production design firm specializing in meeting the bandwidth needs of large organizations. Focus on creating a new competency of outside and inside sales process to diversify client portfolio and maximize project mining out of current accounts.

Results (the Market Transformation): HUB transformed the market by creating a new competitive segment, establishing authenticity and honing their sales process. The Company continues to lead its regional market today.

Conclusion: After 18 months of implementation the company broke through its revenue ceiling growing more than 150% YoY.