Case Study

Identifying Areas for Expansion in Residential Roofing

IGS worked with a regional provider of roofing and replacement to design and build a growth strategy focused on expansion opportunities. IGS was able to help our client identify and prioritize markets for organic and inorganic expansion.

Key Insights

• IGS designed a web-based customer survey to understand the differing perspectives of buyers who had recently had their roofs replaced or significantly repaired. By collecting responses on over 400 customers across the region, IGS was able to develop discrete personas for sizing and targeting
• Detailed geospatial information was collected on residential homes across the region and combined with the survey and additional data sources to design and build a custom demand model by zip-code. Demand was further broken down by persona type to identify variations in demand within a market
• IGS used dynamic web-scraping to build a comprehensive competitor map. Competitors were overlaid on demand in order to analyze the saturation of markets and identify opportunities for expansion. Additionally, the competitor landscape became a targeting list for M&A activity for the client

IGS assisted the client in refining the company’s go-to-market strategy. New insights about customer needs helped the client refine their brand positioning and key messages.

Several previously overlooked markets were identified as high potential due to their low levels of market saturation. Markets that were known to be competitive were validated and new M&A targets were identified for those areas so that entry could be de-risked.