Situation: A leading supplier of sheathing and engineered lumber including I-joists and LVL was interested in pursuing a strategy to shift its overall revenue mix and increase sales in commercial mid-rise type 3A construction.
Approach: Principia quantified the addressable market opportunity for the client’s current products to determine the share of market size before developing a customer-driven needs assessment with the A&D and developer community. Insights from the voice of the customer provided an understanding of the specification and selection process and how the client could earn the right to win its share of this spec-bid-sale business. A business strategy centered around a focused go-to-market approach with a restructured commercial and technical organization was developed to support improved market coverage and customer intimacy with target accounts at each stage of the decision-making process.
Outcome: The client implemented the new commercial market-facing strategy which has led to six points of increased share above organic growth from market recovery as well as an improved vitality index from sales of new products innovated through customer feedback.