Consumer Acceptance and Market Evaluation for a Global Recreational Brand
Problem
A global recreational manufacturer sought to create a cohesive digital ecosystem and diversify revenue streams. They envisioned a digital ecosystem in which customers could seamlessly experience all their platforms while enjoying added benefits such as personal game insights, while also exploring subscription opportunities and partner revenue sharing. Unfortunately, the client operated a disjointed digital experience and thus needed the research and analysis to determine the optimal path forward for conceptualizing the new ecosystem, determining the right consumer value proposition, and assessing feasibility of the desired approach. Given the technical and analytical complexity of the client’s vision, they brought in Excelerate to conduct a market evaluation and develop a business case.
Approach
Excelerate led the project through several phases of market and consumer research. First, focus groups helped determine initial consumer interest in the digital ecosystem, as well as a potential subscription model and partner revenue sharing. Next, the project team conducted consumer research to determine which features would provide the most utility and broadest reach in the market. To do this, Excelerate consultants ran a Max-Diff and TUR analysis (Total Unduplicated Reach). To understand what features would align with the client’s brand and would be most likely to be executed, Excelerate then led and facilitated workshops to help the client focus on most impactful approaches.
Excelerate then conducted a conjoint analysis to determine possible market size and pricing of the future-state ecosystem. Once the analysis was complete, the team led working sessions with the client’s technical teams to determine ability, cost, and timeline of execution. Finally, Excelerate developed a full market assessment to determine the profitability of the subscription plan, a key component of the retailer’s future vision and strategy.
Results
Upon project completion, Excelerate successfully delivered the evaluation and business case for the future digital ecosystem plan to the senior leadership team. After positive reception, the business case went for approval to Private Equity and is now being developed for implementation. By bringing in Excelerate, the client reduced uncertainty and confidently embarked upon the recommended path forward.