Planning for Expanded Market Participation


A major producer of roofing products targeted the multifamily new construction market. A clearly quantified view of the current market size was needed as well as three-year forecasts to support the business case for this initiative.


Principia customized census-based regions to match the client’s sales territories to size the multifamily roofing market along a range of dimensions including product demand in shipments and market value and number of projects in each territory. Current brand placement in the channel for each supplier was overlaid on demand to estimate competitive position as part of regional targeting.


The client expanded into the multifamily construction market with confidence in the reliability of its business case supported by the supply-demand data. Projected revenue performance has been met or exceeded in 75% of the regional territories to date.

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