A regional player in artificial turf for athletic fields wanted to accelerate growth. The company focused on prestigious college and professional fields. But a study of the market revealed fierce competition for college and pro teams, often with discounts resulting in little profit. However, there were 3,000 high schools in the service region (only 300 colleges and about 10 pro teams). What’s more, data showed the high schools were more profitable and saw less competition.

 

Our recommendation was to become experts in high school fields, including providing support tools to help athletic directors sell projects to school boards, and give schools the tools to raise money from boosters. Although the company balked at the strategy initially, they eventually embraced it. High schools are now their key target. And it’s working.