Growth Case Study: Doubling Revenue in 3 Years

Thinc Strategy

June 15, 2020

The Situation:

An established building products company was chugging along with consistent revenue, but wasn’t growing at pace commensurate with a strong market economy. With new leadership on board, the owners sought to accelerate growth.

The market for their products was changing. Their customer and prospect base, a mix of residential and commercial builders, was in consolidation mode, with larger regional and national players buying up smaller operators. These larger customers elevated their vendor expectations in areas ranging from service delivery and quality to speed and technology. They also pushed aggressively on price.

Our client was pursuing an ambitious growth strategy that included acquisitions. They needed to complement those acquisitions with organic growth. The organic growth opportunity in our client’s geography was certainly ripe for the taking, but with smaller shops competing aggressively on price, our client had to distinguish their business from others.

Impactful Insight:

We started with market segmentation and looked at where our client could best compete for growth. Through a collaborative process we identified the larger residential builders who were capitalizing on growing housing demand in the southeast. These larger builders where looking for both efficiency and quality service at scale. Price was only one piece of their decision.

Our Actions:

From there we clarified our client’s value proposition, positioning them as the supply partner that matched the professional expectations of these larger customers. We articulated the substance of our value proposition in a set of customer expectations. These expectations formed the basis of both the customer experience and internal guidelines for living up to the value proposition.

We introduced an account-based marketing and sales approach, recognizing that these prospective customer organizations had multiple decision influencers, who each had different responsibilities and priorities in the sales process. We conducted training on ABM and social selling, while working with sales team leaders on sales and marketing strategies.

Measurable Impact:

Capitalizing on early acquisitions and armed with a differentiated value proposition, the client more than doubled revenues over a three-year period. They established their company as the go-to trade partner in the region, laying a foundation for further expanding client relationships into new products.

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“Thinc Strategy understands how to match culture with goals.  We tried acquiring companies on our own.  We had limited time and expertise to successfully move through all of the stages in the process.  We brought Thinc in to assist us and later realized, we need to let them guide our efforts.  Three transactions later, we are more valuable, more profitable and still growing.”

“Several years ago, Thinc Strategy sold my company for me – handling every aspect from preparing a list for me to accomplish three years before the sale to handling all the issues after the sale. My broker informed me that it was the best deal he had ever seen, all due to Cindy’s expertise, critical thinking, and superb negotiating skills. I welcome the opportunity to talk to anyone that would like to learn more about Thinc Strategy and Cindy’s remarkable abilities.“

“It is so nice to have an advisor that has my company’s best interest in mind. Thinc doesn’t try to “sell” us on anything.  Thinc elevates the conversation.  They are an integral part of our leadership team.”

“The achievements of an organization are the results of the combined effort of each individual.”  Vince Lombardi

“You don’t have to hold a position in order to be a leader.”  Henry Ford

“What you do has far greater impact than what you say.”  Steven Covey

“It’s fine to celebrate success but it is more important to heed the lessons of failure.”  Bill Gates

“Outstanding leaders go out of the way to boost self-esteem of their personnel. If people believe in themselves, it’s amazing what they can accomplish.”  Sam Walton

“Leadership is a matter of having people look at you and gain confidence, seeing how you react.  If you’re in control, they’re in control.”  Tom Landry

“Never make decisions based on money alone.”  Cindy Anderson