Tigeraire · Customer Discovery Case Study 130% to goal, 8.0% interest rate from safety officers.

Tigeraire is an innovative US-based tech company that developed the Air Accelerator™ for athletic helmets and industrial hardhats. Their patented airflow technology helps provide better performance, endurance, focus, protection, and comfort. Before engaging JJELLYFISH, Tigeraire was primarily focused on selling their Air Accelerator™ device to NFL and College Football teams. After launching the Tigeraire Tornado for the industrial hardhat at the World of Concrete, Tigeraire needed to create a strategy to drive consistent growth in the Industrial and Manufacturing Sector. The Ideal Customer Profile was an early challenge as it wasn’t immediately clear if the team should target Construction Project Managers, Project Superintendents, VPs, Safety leaders, which size of company might be an early adopter, if regions/weather really had a direct correlation or not, and if we could get in touch with people who work in the field. Identifying who to target, what value proposition to target them with, and developing market traction were all challenges prior to enlisting JJELLYFISH as partners.

In the first two weeks, the JJ team worked side by side with Tigeraire’s Founder and VP of Sales to develop an ideal customer profile, assumptions to test in the market, and an outbound playbook to generate meetings.

Over the course of 90 days, the JJ team conducted cold outreach to Safety and Construction Project Leaders across mid-size Construction Companies. Early in our engagement we quickly realized that Construction Project Leaders weren’t the best contacts to reach out to and directed all of our outbound efforts to Safety Leaders. This was indicated by (a) referrals from Construction Project Leaders to the Safety Officers and (b) the 1.9% Interested Rate compared to an 8.0% Interested Rate with Safety Leaders. After this change in approach, it was clear from our response rates and customer meetings that an outbound approach with personalized messaging can be successful with this target market. In other words, we can get meetings with strangers who fit their ideal customer profile.

In addition to building a successful outbound strategy, the JJELLYFISH team was able to validate that reducing heat-related safety incidents and maximizing the output of their Construction Workers is a problem worth solving for Safety Officers. Not only was this backed by data collected in our Customer Discovery Meetings, but also by 85% of the meetings progressing to product demos, of which 73% generated qualified sales opportunities and 18% became net new logos.

In less than 90 days Tigeraire was able to (a) identify what Ideal Customer Profile they should be targeting, (b) develop a successful outbound prospecting strategy, and (c) quickly test and validate their business assumptions with their product offering.