I was working with a small architectural services company that was looking to improve traction in the local market after spending several years working on large international projects.

We started out by looking more broadly at their potential customer base. They had expertise in retail but there were potential opportunities in other commercial markets. Longer-term real estate investors were also typically more willing to invest in architectural services. We identified key attributes for customers within the various markets that they could serve.

I did several interviews with customers and thought leaders to discuss current and emerging trends. The findings from interviews were used to further refine key buyer characteristics and needs and to help the company to understand and articulate key points of differentiation.

The firm has identified new opportunities in retail and other adjacent commercial markets such as churches and academic institutions and is partnering with other firms to improve their penetration in these new markets.