Our Approach

As outlined here, our approach would start with an immersion to gain a comprehensive understanding of your business dynamics, operations and goals.

Armed with this understanding we would embark on further analysis of syndicated research to provide a detailed overview of the market for Hispanic Landscapers from a business opportunity perspective. Drawing on data sources such as Census and Business Bureaus, industry reports (e.g. Kantar, Mintel) we will deliver a report on the market potential and geographic target recommendations.

To bolster this learning from a qualitative perspective we would conduct a series of bilingual, in-depth-interviews with Hispanic Landscapers to identify dynamics of their businesses and how they align or differ from those of their Non-Hispanic peers.  Additionally we would seek insights specific to the Hispanic segment and the nature of supplier relationships they seek and how SiteOne can align its offering to leverage these.  

Subject to your scope of work and the availability of viable transactional data, using our data store which gives us the ability to identify Hispanic customers within your customer base, we could, concurrently conduct an analysis to quantify their current contribution to your business, provide a means to track growth over time and size the prize for potential growth. 

From these steps we would then develop a go to market strategy, identifying key target segments and a communications and messaging framework for reaching them. This strategy will act as the brief for creatives to develop concepts to be taken into qualitative testing with customers and prospects.

Based on the timeline outlined in your RFP to have concept testing and development in 2H 2020, we estimate this process would typically take between 12 - 16 weeks. However, if speed to market is a consideration we can certainly work to trim this timeframe.

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