How we helped StreamLabs create a go-to-market strategy for an innovative new IoT product.
StreamLabs came to Three Five Two with a hypothesis of what their best customer groups and commercial opportunities might be. We partnered with them to help them find product-market-fit and create a go-to-market strategy to scale sales with their best customer.
StreamLabs created a line of IoT-enabled water monitoring devices that could measure water flow in plumbing, share data and alerts in an app, and control the water supply remotely. This innovative technology creates a variety of opportunities to rethink water usage patterns and the implications of a change in those patterns for residential and commercial uses.
Customer interviews provided valuable insights that helped eliminate strategies that would have failed in-market.
To help Streamlabs understand their best opportunities for commercialization, we facilitated a strategic workshop with company stakeholders to align on an approach. Then we launched a phase of generative research and conducted 15 interviews with potential and existing customers to better understand their pains, gains, and jobs to be done.
After our research phase, we executed digital marketing campaigns to validate value propositions in-market. This work included designing prototype microsites and low-fidelity Facebook ad campaigns that tested multiple value propositions with different personas. By staging our work in this order, we were able to gain clarity of the opportunity and where to invest resources before scaling product and marketing investments.
The process included first aligning stakeholders around the problems we needed to address and the questions we needed to get answers to. Customer interviews provided valuable insights that helped eliminate strategies that would have failed in-market and validated the market data needed to guide a stronger product and go-to-market strategy sooner.
Our work helped StreamLabs align its leadership team and company around a go-to-market strategy that reduced the risk of going after the wrong customer with the wrong value proposition.
Our learnings from research and in-market testing validated that a B2C audience requires additional education before they’d be ready to purchase a water monitoring device, and established a b2b2c approach as a more variable commercialization strategy for the product.
