Go-To-Market Plan Husqvarna Rider

Go-To-Market, Paul Pasveer
Husqvarna Rider P 524EFI

Launch Package - New Professional HPW
Introduction
Chapter
What would be required to create a Go to Market plan 1
Selling the proposition to Professional Customers 2
Marketing Communication 3
Future Marketing idea’s 4
Q&A 5
© Paul Pasveer, +31(0)6-155.155.10 | pasveer@xs4all.nl

Case study Husqvarna Rider P 524EFI
1. What would be required to create a
Go to Market Plan

1. Requirements creating GTM plan
Target
Market
Is there a specific industry or industries
that are suited for the offering?
Is this a complete solution or a
point product…?
Is this a complex sale that
involves an approver, DMU,
recommender and influencer?
Will this be sold by a direct sales, insides
sales, online sales, or indirect channel?
Is there a specific organization
that is being targeted?
Is this a new market where
the focus is on early adopters
or a mature market?
What is the average selling price and
the average sales cycle?
Industry
Product or Solution
Buying Process
Distribution Model Price Point
Technology Adoption
Organization
• Step 1, Understanding the Target Market(s) HQ P524 EFI
– GTM plan is about a specific product/market, whereas the Marketing plan is about a specific
business. Constructing a GTM Plan, facilitates thinking like a product owner.

NEED(S)
Is there an understanding of
the customer's existing
process of lack of process ?
How can the process be
changed for improvement ?
What is the value proposition
that will resonate and be
compelling ?
How do you link the value to
the customer's KPI’s ?
PROCESS CHANGE
VALUE PROPOSITION VALUE
Why is this appealing to the decision maker ?
(DMU) DECISION MAKER
• Step 2, Understanding the NEED(S) of the target group,
– Needs, Grass cutting
– Benefit, Lawn mower
P 524 EFI €/M2

• Step 3,
1. Define your target markets, so that you know exactly who you will need to address,
2. Profile your target client, to better understand their challenges and determine what
expertise you provide to overcome them,
3. Position your brand, in the marketplace as the best option for your target audience,
4. Define your service and product offerings, in terms that address the unique needs
of the nice market in which you’ve chosen to focus,
5. Develop an appropriate marketing strategy, that speaks the language your target
market and client
What to do with the GTM plan, it encourages to talk with;
Customers, Sales, Marketing and other internal teams to define the 360° offering.

2. Selling the proposition to,
Professional Customers

2. Selling Proposition to Pro Customers
2.1 How would you create a clear sell-in story through the whole value chain,
– Needs of your target group, segmentation,
– Your solution, why is this possible, calculated benefits,
– Reasons to belief, proof of concept,
– Route of market strategy, customer journey,
• Market strategy = steal market share
– Steal market share from <>30hp FM based on improved performance and efficiency,
• Better efficiency per M2 fuel consumption due to NEW EFI engine,
• Better efficiency per M2 cutting grass in time,
Husqvarna ABC Selling story:
1 Trigger the needs Grass cutting
2 Present solution Front mower
3 Reason to belief Price per M2
Ultimate belief = Cost reduction per M2

Steal !
Market size and overview

Husqvarna Selling story Proof of concept:
11,1% Fuel savings by EFI Technology v. traditional Carburettor engines
1 Working days 2018 (ADP) 261 Days
2 Mowing days 2018 ~ April-Sept 6 months 130 Days
3 *Effective working hours per day (8hr – 1hr Mics) 7 Hours
4 Working hours, per front mower, per Year (130 x 7) 910 Hours
5 *Fuel consumption estimation 3,5 l/h (910 x 3,5L) = 3.185 Liter
6 Fuel cost 18/03/18 € 1,46 L (3.185 x € 1,46) = € 4.650,= Euro
7 FX730V-EVI 322 g/kW-h vs. FX691V 362 g/kW-h = 11,1 % 11,1 %
8 *Fuel saving by EFI engine -11,1% (€4.650 – 11,1%) € 516,= Euro
9 *Fuel savings, after 5 years (5 x € 996,=) € 2.580,= Euro
10 Less maintenance, same engine world wide, XYZ
• Working hours per year is based on estimation of season work,
• Fuel consumption figure is based on full load, 22L fuel tank one day operation,
• Fuel saving EFI engine based on Kawasaki data, Bron: JeeGee Power Products BV Alphen aan den Rijn
• FX730V-EVI engine 322 g/kW-h FX691V engine 362 g/kW-h
• Assumption, economic depreciation of a commercial front mower, Bron: Anne-Kristie, firma A.Verwoerd Reeuwijk,

P524 EFI P524 std
Uncut
area
Cut area Cut area
In tough cutting conditions, P 524 EFI was ran side by side with a
standard P 524. The engine on P 524 EFI did not stall or droop. In
the same time frame, P 524 EFI cut more than twice the area
compared to P 524.
Productivity P524 EFI vs P 524 std
Reason to belief of story telling = 100% efficiency improvement
No stall, No droop, Fuel saving, Less maintenance

2.2 How would you change the sell-in story line to create a broader sell-in proposition
which is centred around the customer,
– Changing the story line in solution story telling by creating engagement, what's helps them to solve
their problem or improve their business proposition. Focused on new and/or excising target groups
e.g. Contractors, Landscapers, Sport clubs, Campsites, Hotels, Townships, Government, etc.
• Reason(s) to belief =
– 100% increased productivity increased power + torque,
– 11,1% fuel efficiency improvement,
– Reduced emissions due to fuel efficiency, CO2 footprint,
– 15% reduction in after work, Husqvarna lawn mower concept,
– Less maintenance due to VAF (Vortical Air Filtration) <>50 hours,
– Longer engine life, improved performance, Kawasaki,
Fuelefficiency
Improving CO2 footprint

2.3 How would you move from selling products to selling complete end-customer
solution?
WIN FO TRADE:
• Higher selling price for the P524EFI, (base on case info could be justified)
– Selling story, more efficiency and less cost per M2 for the end-user and more sales value
(margin) for the whole chain,
• Partner program (partner advocacy),
– Improving channel positioning by offering special dealer improvement programs e.g. providing
benchmark figures, sales optimisation per m2, location etc
• Trade-up,
– Via the Fleet service application, pro-active sales of accessories and parts,
• SLA’s,
– Fleets service application, shipping pro-active genuine part on the basis of big data
• Loyalty program’s,
– Incentives, e.g. Free Fleets service application to promote pro-active customer loyalty,

• Lease or buy decision,
– Off-balance-sheet financing or on balance financing,
– Fleet owner program, Husqvarna Leasing program, SLA’s,
– One-stop-shopping, Brand selection, Category’s, Accessories and Parts,
• Cost of ownership app,
– Lower running cost, NEW Kawasaki FT730-EFI engine has less fuel-consumption. (Commercial
mower with carburetted engine v. EFI, (780 working hour per year x Liter x €,- fuel cost)
– Durability, due to NEW Electric Fuel Injection (EFI) technology and Vortical Air Filtration (VAF),
longer engine life, reduced maintenance and improved engine performance.
– Less downtime due to reduced maintenance and service intervals,
• Improving productivity rate,
– P524EFI cuts twice the area comparing to the P524 the EFI technology controls the engine
resulting in less stall or drops in engine speed. Operator can maintain blade/ground speed
resulting in improved performance and productivity.
• Sustainovate,
– Corporate Social Responsibility, less fuel-consumption is reduced emission and smaller CO2
footprint.

2.3 How would you move from selling products to selling a complete end-customer
solution?
– Changing the company messages which is based on hard story telling (product orientated) to Soft
based story telling. This means creating a customer journey (Engagement) which will be focus on
being a Professional Business Partner offering Brand Experience, Innovation, Leadership and Quality
– In most cases professional DMU will make rational buying decisions on information that help’s
improving their daily operation by investing in the right tools.
– In this specific case the P524EFI Rider has a NEW engine with Electric Fuel Injection (EFI) which
improves the overall performance of the front mower and indirect the business case for the business
owner.

3. Marketing Communication

3.1 What marketing tools would you use to communicate the solution/offering
• First question,
– Who is Husqvarna ?
• Husqvarna is not about making boxes, “it’s about Turning technology into opportunity”
– What is it that Husqvarna stands for?
• Husqvarna believes that, with a passion for innovation we create performance, pride and
improved results for our customers.
– Where do we fit in this world?
• Shaping great experiences, we make a difference to those who shape green spaces and urban
environments through our leadership in sustainable, user-centred solutions.
• Marketing communication tools,
– Brand store,
– Grass cutting calculator,
– Search Engine optimisation (SEO), Search Engine Marketing (SEM), (cost per M2),
– Content marketing, add words claiming, how to calculate your M2 price for grass cutting
– Dealer/Partner improvement program, technical training on NEW EFI engine,
– Mow Global – Trim Local,

• Brand-store (Flagship-store/start pop-up) = Ultimate 360° GTM,
– Professional customer experience centre,
– Complete customer journey, from part to product,
– Business partners station and Engagement centre,
– Rental station and back-up service station,
– Dealer Training Centre, technical, commercial and safety,
– End-user Training Centre, technical, safety and maintenance,

Corp identity
Positioning
Messaging
Lead generation
Website
Public relations
Social Media
SEO/SEM
White papers
Newsletters
Success stories
User groups
Downloads
User Conferences
Account intelligence
Qualification
RFP
Sales presentations
Tech note
Needs analysis
Demos
Business analysis
Value demonstration
ROI
References
Scope & proposal
Negotiation
Pricing
Close
MARKETING SALE
Increasingmarketshare
Increasingmindshare
Qualified
prospect
Need
analysis
Business
Impact
Scope &
Proposal Close
Problem
Recognition
info
search/RF
P
Vendor
Analysis
Purchase
Approval
Vendor
Selectio
n
• How would a marketing communication plan outline look like?
360° input: sales, marketing, end-users, dealers
Go to Market

Prospect Lead Close
Consideration Research Selection Purchase DeliveryAwareness
Search Engine
Marketing (Organic &
Paid)
Trade/Industry Events
Partner Assets
Community Programs
Research analyst
Events
Technical Exchanges
Marketing Promotions
Contextual Banner
Marketing
Speaking Engagement
Website
Micro Site
Social Networks
Partner
Events/Programs
Webinars/Webcasts(br
and & partner)
Viral Marketing
Online media
Programs
Online media
Programs(industry-
specific)
Sales Guide
Playbook containing best practices, strategies, resources, references and guided-selling processes
Demos
Case Studios
Whitepapers
Analyst Reports
Competitive Analyses
Product Data and
Factsheets
Technical Papers
Company Brochure
Service Collateral
Partner Collateral
Trials
Customer Reference
Program
Community Programs
Analyst Reports
Executive
Sponsor/Briefing
Customer Advisory
board
User Group Programs
RFPs Customer Reference
Program
Regional and Local
User Events
Training and
Educational Programs
Installation, Service
and Support
Programs
Contracts
Pricing
Customer
References
• P 524 EFI Marketing Journey
Feedback Loop

4. Future Marketing idea’s
• Future idea’s marketing communication tools,
– Pay for Use, based on the feed-back loop of big data,
• Husqvarna stays owner of the equipment,
• Husqvarna is the direct service partner,
• Husqvarna invoices monthly, based on the amount M2 grass cutting,

www.husqvarna.com

5. Q&A
Q
&
A

Go-To-Market Plan Husqvarna Rider

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