WWv26_-_WO_-_Zaal_4_-_Wickey.pdf

Transcript

1. De-Risking a US Market Entry How we validated products, pricing, and messaging before stocking inventory Lean research workflow for physical products
2. Intro • Market leader in EU (500.000 gardens in Europe) • 25 years experience • Designed in Germany • Play sets for B2C and B2B • CRO 15+ years • Married, 2 teenagers, dog (rescue) • Self-proclaimed optimizer-of-self
3. Sept 2024 March 2025 Optimize yourself!
4. Physical product launches are risky • Product development (HUGE workload) • Shipping + logistics • Wrong price band • Wrong product mix Most brands discover product-market fit after launch
5. 0.02% After New Product Introduction! 29th July 2025
6. And did it work? 0.03% 0.02% User conversion rate Before After No de-risking
7. How do you validate product-market fit before stocking inventory? Especially in a new market
8. The Blueprint
9. The Blueprint
10. The Blueprint
11. The Blueprint
12. The Blueprint
13. 452 US parents Criteria: • backyard owners • children aged 2–10 • planning outdoor play equipment
14. Neutralized imagery removed brand bias Neutralized imagery
15. Products in the tournament
16. What wins when price is removed? Feature appeal signal. Some products dominate on looks alone
17. Heat 1 – Low price bracket
18. Heat 2 – Low price bracket
19. Head to head final
20. Capture the actual features
21. Find the acceptable price band - PSM Too cheap Bargain Acceptable Too expensive
26. Show the prices! Feature preference vs actual purchase behaviour.
28. Low: Product shot only winners (final) The play-set that participants felt was the best fit for them based on looks/features alone
29. Low: market realistic winners (w/price) The play-set that participants felt was the best fit for them based on additional data (Price, size and material)
30. Low price pull by SKU (all 8 final percentage points) Low bracket ($500–$1,000) A4: Big positive Δ → wins more when price is visible; clearly perceived as the best value in the set. A2: Negative Δ → popular on features alone, but price turns some buyers off. Others: Around neutral → no strong price effect either way. Once shown prices, did that change people’s choice?
31. What Parents Actually Want Those surrounding factors that can maximize customer needs
36. What Parents Actually Want Those surrounding factors that can maximize customer needs Monkey bars Climbing options Swing variety Slides Shade
37. Evidence based product lineup
38. Evidence based product lineup
39. Evidence based product lineup
40. What we went with And did it work?
41. Mid: Feature Appeal winners The play-set that participants felt was the best fit for them based on looks/features alone
42. Mid: Market Realism winners The play-set that participants felt was the best fit for them based on additional data (Price, size and material)
43. Meet the Smart Zone Midrange price bracket Monkey bars Climbing options Swing variety Slides Shade
44. 0.03% 0.41% User conversion rate Before After De-risk effect
45. The Blueprint
47. Tools we used
48. Experience the study yourself!
49. Research reduces risk.
51. THANK YOU!! Questions? Connect on