Inflatable structures with a fixed air supply: an analysis of opportunities for the events industry
The events industry is demanding and constantly on the lookout for new ideas
Already established in several key sectors such as healthcare, aerospace, and defense, Michelin Inflatable Solutions wanted to expand its presence into the events industry, a demanding sector seeking unique offerings.
To do this, they sought help from Dynergie to identify the strategies that would enable a rapid and successful integration into this sector.
Defining a Business Model Based on Market Insights
Dynergie supported Michelin in this three-phase strategic study:
1. Identifying the best apps:
- Analysis of market data, competitive forces, and the advantages of the lineup's flagship products.
- Identifying the most relevant applications and targets through cost analysis and modeling for a specific product category.
2. Market test:
- Implement product marketing for each prioritized target audience and launch a digital campaign to generate qualified leads.
- Conduct interviews with prospects to understand how to turn the solution into a proposal and assess their perception of value given its price positioning.
3. Defining the business model:
- Revision of the business model based on feedback from the field and market analysis.
- Development of an action plan for implementing the new business model.
The results
More than 40 leads.
The market test generated more than 40 leads, and the qualitative interviews provided an opportunity to meet with more than 30 key stakeholders representing the priority target audience.
Two priority markets have been identified.
The combination of the various stages of Dynergie's support process made it possible to identify two high-potential niche markets out of the four initially identified.
Deployment Strategy.
Based on these insights, a deployment strategy was developed for these new markets, drawing on the initial qualified leads generated from the prospecting interviews.
In conclusion.
Through a collaborative effort, Michelin and Dynergie have helped promote captive-air structures for the events industry, while identifying key initial partnerships for the project’s long-term development.
Benoit Beraud Sudreau
We enlisted Dynergie to help launch our line of event shelters. Their willingness to listen and their ability to quickly grasp the subject matter were key to the project’s success. Working with our internal teams in a project-based format allowed us to become more self-sufficient and to receive concrete, actionable proposals.
