Project Info

Complexities Keep Industrial and Durable Products Manufacturer from Doubling Addressable Market Size

Challenge: This manufacturer of commercial and consumer durable products had spent the majority of its 30+ year existence serving customers in 40% of the North American market for like products. Leadership had a strong inclination that their products could compete in at least another 40%, effectively doubling the size of its addressable market, but lacked the in-house skills and resources to develop the decision-making data and perspectives – to the extent that they could make informed decisions, execute and the economic outcomes were predictable.


Project Focus:

Characterize the target market in terms of profitability and its ability to deliver growth over time. Determine the operational model required to execute. Determine the products, services and market-shaping required to win. Forecast the economic value achieved by moving forward


Agreed Upon Solution: Move forward based on our findings, recommendations, and financial forecast that achieved the company’s goal for economic value creation. We supported execution in these critical areas:

  • Identified a target segment strategic partner and negotiated terms resulting in instant access to their reseller network, critical insights to segment product design requirements, and a lower cost to enter.

  • Harmonized pricing across both segments overcoming significant differences in structures/rules, with the additional benefit of uncapping reseller margins in their traditional segment.

  • Harmonized product strategy across both segments to include products that can easily cross-over between segments, cross-over base platforms and unique products by segment as required

  • Conducted meetings and trained others for face-to-face communications with intermediaries during execution stage, mitigating channel conflict. Intermediaries were shown a clear path to profitable growth under the new setups


For the most part, the names of our consulting clients and their financial results are confidential. We are happy to provide references upon serious inquiries.

Project Details

Objective: Define and Capture More Addressable Market

Industry: Manufacturing, B2B and B2C Industrial and Durable Consumer Products

Current G-T-M Model: Direct, 1-Step (from Value-Add Distributors to Transactional Resellers including Big Box), and 2-Step Distribution

Company: Public Company, Middle Market Division