1. The Times 100 Business Case Studies Edition 16
Achieving growth through
product development

2. Introduction to Portakabin
Competitive advantage from meeting customer needs
Essential Business Solutions = range of new products
Provide benefits that add value beyond basic accommodation space
Long-established manufacturer of factory-produced modular buildings
Provide unique solutions for additional ready-to-use accommodation
E.g. for schools, nurseries, hospitals, offices

3. Generating new product ideas
New ideas
Provide solutions to problems
Respond to customer demand
Ideas arise from:
Market research
Research and development
Competitor actions
Gap in the market
Product innovation delivers business growth
Needs structured process to test and implement

4. Ansoff’s matrix – marketing strategies for growth
Market penetration – lower risk
Selling more to established or new customers to increase market share
Market development – medium risk
Finding new markets for existing products – to generate sales
Product development – medium risk
Creating new products for existing markets/customers
Diversification - highest risk
Developing new products for new markets – may help to spread business risk

5. Research processes Primary market research Secondary market research
What extra services do existing customers require?
Direct customer feedback from sales contacts
Secondary market research
What external factors must be met? - e.g. legislation such as Disability Discrimination Act
Where is the gap in the market? - no supplier meeting customer demand
Concept development
Developing ideas and testing with potential customers
Prioritising most liked ideas

6. Analysing research findings
Customer responses outlined need for:
A one-stop-shop
Customers do not have to source elsewhere
Saves time, money and effort
Makes Portakabin distinctive in customers’ minds
Single fee for whole job
Easier to budget
Simpler to schedule work

7. Customer requirements
Essential Business Solutions provides:
Support with planning permission/ground works
Internal climate control
Improved disabled access
Integrated cabling/ networks
Fire & security systems
Decorative extras e.g. floors and blinds
A ready-to-go working environment
Extra services e.g. air conditioning
Improved ease of access
Comfortable/productive accommodation
Help with infrastructure e.g. service connections

8. Testing 3 staged testing allows time to check and revise product
Developing prototypes – for customers to evaluate
Assessing the overall proposition – how well does it meet customer requirements
Measuring overall satisfaction to the total product

9. Launch Various promotional methods employed:
Brochures
Direct mail and
Web site materials
Factsheets
EBS new services targeted at:
New potential customers interested in building hire
Existing customers who might be interested in additional services