Client Background
Buggies provides children with bug-shaped, motorized rides that offer a family-friendly experience and a low-maintenance, high-return investment for operators. However, the company initially struggled to define and reach its ideal customer base, making it difficult to prospect and book sales meetings effectively.
Challenge
Buggies lacked a clear understanding of its true Total Addressable Market (TAM). Without a well-defined target customer profile, the company’s outreach efforts were inefficient and unfocused, leading to missed opportunities for revenue growth.
Phase 1
The Pain Phase: Identifying and Organizing Your Target Market
Challenge
This lack of clarity created confusion and wasted effort, causing frustration among the sales team.
Solution
We organized Buggies’ Total Addressable Market (TAM) into three distinct tiers, tailored to align with Buggies’ goals:
Tier 1
High-traffic, family-oriented malls with a strong track record.
Tier 2
Mid-size malls that serve a steady but less frequent family demographic.
Tier 3
Struggling malls identified through user feedback on platforms like Reddit and Google ratings.
AI Implementation
- Used AI for hyper-targeted prospecting and leveraged list of Tier 3 malls to book meetings with ICP.
- Aim for Tier 3 to maximize our Total Addressable Market potential without exhausting resources.
Positioning TAM
- Talk to me about how we’re specifically delivering value?
- What are your priorities going forward and what are you focused on in the next 6-12 months?
- What does your current process look like?
Phase 2: Tailoring the Sales Approach
A comprehensive 12-month growth strategy was implemented, focusing on two main pillars.
Refine Pitch
Addressed objections, emphasized tier-specific value propositions.
AI-Driven Identification
AI tools identified key buyers in the Buggies sales process, allowing us to target relevant stakeholders more precisely within each organization.
- The Coordinator
- Mall Manager
- 3rd Party Management Group (Directors, VPs)
Multi-Channel Strategy
Employed a multi-channel strategy to tailor messages for individual recipients, capturing the attention of key decision makers.
Phase 3 – Growth
Expanding Footprint
Buggies is currently operational in four locations across Ontario.
Nurturing Relationships
Our focus is now on refining and repeating this process to nurture existing relationships.
Workflows
Create workflows to eliminate repetitive tasks.