Business Model Innovation

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Challenge

Our client, a major player in the physical security systems market specializing in automated gates and barriers, faced stagnant growth in a saturated B2B market dominated by price-based competition. Traditional reliance on distributors limited direct access to end users, and customer loyalty was eroding due to lack of differentiation in service and product experience. Meanwhile, technology and customer expectations were evolving, demanding more seamless, intelligent, and value-added offerings.

The company engaged us to explore new strategic directions to create a future-ready, scalable growth model that could unlock uncontested market space while strengthening the brand's market position.

Approach

The project kicked off with a thorough diagnostic of the current value curve, customer pain points, noncustomer insights, and channel inefficiencies.

We benchmarked against both direct competitors and adjacent industries, mapped untapped demand, and facilitated several strategic workshops with cross-functional client teams. These sessions focused on exploring value innovation opportunities by eliminating commoditized features, reducing friction points, raising service levels, and creating new value elements.

We also supported the internal team in redefining their go-to-market approach, customer experience model, and value proposition for new segments (including B2C and integrated property solutions).

Results
The engagement produced a redesigned business model and product-service strategy that transformed the company’s offering from a commodity-based gate supplier into a smart access solutions provider.

Key innovations included a shift to direct-to-customer sales, development of a new digitally-enabled product line, and introduction of subscription-based service models. The strategy has since been adopted by the client’s leadership team, with pilot initiatives launched to test new customer segments and channels.

The project not only created a clear roadmap for differentiation and growth but also empowered internal champions with strategic tools and innovation mindsets.