Fire suppression equipment and agent manufacturer was interested in understanding the opportunity of select solutions

Client manufactures a superior encapsulating agent that renders fuel non-flammable and non-ignitable but has faced a number of challenges in influencing significant market adoption.  There have been issues with distributor and direct sales models and market penetration remains below expectations.  Client needed to explore market opportunity for its products across 3 different markets and implement a winning go to market study.

Extensive secondary research and desk analysis complemented by 81 qualitative telephone in depth interviews (IDIs) with thought leaders, decision makers, regulatory agencies and insurance companies.  Sample of 62 quantitative surveys from client’s contact list.

Delivery of a detailed report with a comprehensive analysis of market size, competitive landscape, unmet customer needs, opportunities and barriers per industry.  The collected data revealed mixed reactions to product, with some seeing the product as not very compelling in terms of perceived need and time savings.  Market sizes ranged from poor to good on three target markets.  Numerous competitive offerings and a noisy and confusing sales environment made competition intense.  Quantitative results identified most respondents use water, foams and dry chemicals as fire suppression solutions.  Quantitative also revealed scenarios where encapsulating agents are used and their performance under a variety of circumstances.

Recommendations were made to focus on power/energy market; go after flammable liquid storage applications given superior cooling properties; pursue endorsement of major insurance company for special applications; and target specific high value niches.  Other strategic recommendations included developing a differentiated engineering solution and business model that is difficult to replicate.  Client was advised to deemphasize on degassing market and certain international locations; to explore joint ventures and partnerships and combine solutions.   Client needed to invest in the development and care of distributor base and pursue tests on applications endorsed by insurance company.   A go to market strategy was designed, focusing on a targeted digital campaign.