Identifying a gap in a competitor's offer for a carpentry workshop
Through market intelligence, we determined that local rivals do not offer installation on weekends. The client introduced this service and gained 11 new orders in a month.
Stolarnia Jasiński is a small workshop near Rzeszów that has been producing kitchen furniture for 7 years. Despite solid work, the owner noticed a 23% drop in inquiries over one quarter. Growth Headquarters conducted a tough market scout to find the cause of the stagnation.
The challenge
The main problem was that 14 local competitors offered almost identical prices and deadlines. Stolarnia Jasiński lost about 16,000 PLN a month due to empty machine runs. Customers called and asked for an offer but eventually chose other companies, guided purely by price or distance. The client tried lowering the margin, which only worsened the company's financial situation.
Our approach
Resources on the table. We sent 3 of our people who conducted a controlled intelligence operation at 12 major players in the region. We acted as potential customers with a specific problem: working away from home and lack of possibility to supervise installation during the week. Scanning the competitor's terrain took us 9 business days. Every move of the rivals was recorded in our report.
The solution
Data analysis showed one clear gap: no one within a 43 km radius offered installation on Saturdays after 3:00 PM or on Sundays. We designed a mobilization plan for the assembly team. Growth Headquarters prepared a new communication scheme with the customer. Instead of fighting on price, Stolarnia Jasiński started hitting the convenience argument: 'We install furniture when you are free'.
Results
Straight talk, no fluff: changing the work model and emphasizing weekend assembly reversed the downward trend in less than 5 weeks. Numbers don't lie – Stolarnia Jasiński became the only choice for busy residents of Rzeszów and the surrounding areas.
Timeline
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September 4, 2024Start of market intelligence at 12 competitors in the region.
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September 15, 2024Delivery of tactical report and identifying the weekend gap.
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September 21, 2024Implementation of a new work system for 4 installers.
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September 23, 2024Start of new offer communication and sales scripts.
"Initially, I was afraid people wouldn't want to work on Sundays. The Report in 11 days showed, however, that it was the only chance to break through. Now we have appointments booked for a quarter ahead."