New Product Line: Creating a New Market

The Problem:

An existing client of Xenon arc’s Xa-DIRECT solution was introducing a new product line to market.  The producer’s product management team needed to test the line up in a carefully managed manner before introducing it to strategic customers to work through any significant performance & application issues, with the goal to accelerate the commercialization of the line without compromising performance or market adoption.

The Solution:

The producer worked with their dedicated Xa-DIRECT team to identify and engage a group of non-strategic customers in a trial process.  The initiative was designed to accelerate the development process by having the Xa-DIRECT team gather qualitative and quantitative performance data.  The data was used to identify any potential product selling points or recommended formulation changes before commercialization.  The team provided trial & testing support, quantitative performance analysis and formulation recommendations to the producers product development team.

The producer selected the small-to-mid-sized business (SMB) segment of customers as SMBs are often able to trial and test more rapidly than large, strategic customers. It was optimal for the producer to leverage the, data-driven and SMB-centric approach of the Xa-DIRECT team to execute the initial trials.

The Benefits:

The product was commercialized in an significantly accelerated timeline with successful results.  Product line sales topped $1M within the first year, with the Xa-DIRECT team sales representing greater than half the new sales volume.  Adoption of the new products within strategic accounts was swift as the performance characteristics developed during field trials proved exceptionally valuable to the market.