Situation: Leading provider of professional rehabilitation services wanted to drive market share in commercial construction where it historically had a weak position relative to residential construction. The Client sought to understand the drivers of the commercial market from the decision making standpoint so as to influence each layer of the value chain to select its services more frequently.
Approach: Principia developed a multi-phase program to validate market segmentation and competitor share in selected commercial markets through supplier and channel checks. A series of interviews were also conducted with architects, civil engineering, general contractors, local code agencies, and commercial property owners to determine the influencers of market share through assessing the value of services received. The evaluation and selection process was also mapped to identify drivers that impact the influence or purchase decision at each value chain step. A predictive model was created to view share of rehabilitation and engineering services in the commercial construction market, fused with the results of the customer value assessment, and action plans set to drive market share gains.
Outcome: Client implemented specific actions with each audience in different regions of the country, and increased 2 to 5% share points where noticeable increases in customer value were found. New sales growth reached $75 million in key regions over this 18-month period.