Challenge. Entrepreneur Team was considering establishing a national business providing niche advertising services and wanted to better understand the industry and market. They had a plethora of questions related to such items as key players, potential partners, prospective customers’ buying decisions, products, market pricing, asset management technology, market opportunities, etc. However, because this was a niche and relatively new segment of the industry, there were no published industry-market reports that provided the information the clients were seeking. To address this requirement, I designed and performed a custom industry-market research project to provide the clients with the insights they needed to move forward with their venture.
Approach. After designing the project plan, I researched product manufacturers, distributors, and installers related to the segment; identified the key players at each level of the distribution chain; and interviewed manufacturer, distributor, and installer representatives to obtain a better understanding of their companies’ products and relationships in the distribution chain. I also researched the web sites of and inquired into manufacturers and retailers of a second industry vertical about their service offerings. Furthermore, I identified relevant industry associations and interviewed key personnel at those organizations and inquired with media company reps about their companies’ products and pricing. I also researched and analyzed the national and international brands that have employed this niche advertising medium by performing a sample study which included a review of the ad campaigns of select agencies and case studies provided by the primary industry association. And per the client’s special request, I also performed research into asset management technology and solutions. To help the clients better conceptualize the playing field, I diagrammed a model of the niche advertising ecosystem which integrated multi-industry distribution channels and illustrated the relevant product offerings and roles of key players, and compiled and synthesized all information into a cohesive report that included data analysis, graphical illustrations, and source references.
Results. Entrepreneur Team received a comprehensive custom industry-market report that provided the intelligence, insights, and clarity they needed at this stage of their venture. The additional value-add was the high-level strategic advice the clients received based on my knowledge of and experience with business principles, industry trends, and market dynamics. The service was well received by the clients.
Feedback. “Did a great job for us. Dug deep into the topic and created research for us that was on point and in depth.” – Charles G., Business Entrepreneur