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American Slate
Situation
American Slate, the leading supplier of slate natural stone for commercial and residential buildings, wanted to increase sales. Rather than competing with others in the industry, though, the company sought to join forces to grow the entire slate market. When others weren’t interested, American Slate asked Interrupt to help them grow the market on their own.
Diagnosis
Our diagnosis included identifying the pros and cons of competitive materials. We also researched specifiers attitudes, awareness and understanding of slate. We identified and ranked the key performance and aesthetic issues of specifiers. We mapped out the MarketPath™ of how slate gets specified and sold. Finally, we identified the type of buildings most likely to use slate and determined the projected construction activity for each type for both new construction and remodeling.
Strategic Recommendation
- Make specifiers aware of the superior slip and damage resistance of slate
- Make specifiers aware of the wide color pallet of slate that is available
- Introduce slate as a new material that has just been discovered
If you’d like to know more about this case history or the results, we can review them in more detail with you, except for any confidential or proprietary information.
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