“Scott has really good business acumen. He gets it. He’s been in the trenches. He understands our product and our processes. This product launch was critical for our success and our organization really appreciated his support.”

TK Elevator

Revenue & Market Share Growth with New Product Success

The Need:

One of the world’s largest elevator companies, TK Elevator had a massive product disadvantage in the mid-rise building segment—leading to weakened market share. They created a new product, Evolution 200, which was quieter, faster, and more cost-efficient than previous models. The company had invested heavily in it as a critical initiative.

Their goals for a successful launch included:

• Driving significant growth and capturing market share in the mid-rise building category by expanding TK Elevator’s presence
• Securing adoption of the Evolution 200 by architects and building owners—quickly and early in the launch
• Creating enthusiasm and generate buzz in the market for the new product

The Solution:

Scott developed a launch strategy so the sales team could hit the ground running—and so TK Elevator could maximize its enormous investment.

The plan included:

• Working with the executive team on a compelling new introduction of the product in the field
• Developing sales strategies to engage with building executives and architects to to become the “basis of design” in mid-rise buildings
• Building a nationwide territory strategy to identify and target top prospects to increase market share in the first six months of the launch
• Collaborating with the marketing team on a product launch with a focus on customer business outcomes
• Focusing the attention of the entire team to rack up early wins

The Results:

• The launch was a massive success, with the first year’s revenue at over $300 million—exceeding the original forecast of $50 million.
• In the second year, revenue doubled to $600 million as TK Elevator made significant market share gains.
• The Evolution 200 continues to be a successful cost-effective and energy-efficient product in the mid-rise market today.