The C5 Process

1

Discovery

A careful study of your building product is made, with the express goal of uncovering the total value it offers to its buyers — your customers and consumers.

In the discovery phase, C5 makes a careful study of the building product and how it plays with the 5Forces: cost, health, eco, codes and credits (tax, energy and LEED).

Surveys and interviews of executives and key people are conducted and a SWOT analysis is performed. The competition and your profitability is analyzed. Key customer touchpoints such as sales, customer service, and technicians are surveyed and then interviewed. Discovery culminates in a product review based on the 5Forces categories and where codes passed, OSHA sheets and price points are also measured and evaluated.

2

Analysis

Taking what we’ve learned, we apply The 5Forces™ process for determining the building product’s true value, presenting it in a brand new light.

Next, we take what we learned about the product and apply The 5Forces™ process for calculating the total benefit it offers buyers, presenting the product in a brand new light. We review our findings with you  and help you see the product the way we do, including all of the possibilities for leveraging this new point of view for growth.

3

Strategy

Next, we create a marketing strategy and plan that reflects the best paths for your business, including the best use of your marketing budget.

With the knowledge of product total benefit in hand, we tap our deep knowledge of the building products industry and the building product buying audience to identify the right marketing strategy and plan. One that will not only maximize the impact of marketing resources and budgets, but also ensure what’s done is what’s best for the business.

4

Application

Plan set, it’s time to apply. Bonus: When you engage our sister company Malone Group Design to execute on tactics, C5 will oversee the process.

At this point you will have a plan in hand and are ready to start implementation. Category5 can help with all aspects, from branding, design, identity, packaging to direct marketing, advertising, and public relations — whatever is needed to ensure that the true value of your product is being represented and communicated to buyers in a way they can’t resist.

5

Rediscovery

Knowing your product line and your manufacturing capability, we can continue to add value through new product design, product development, and more.

Once we know your product line and manufacturing capabilities C5 can continue to provide value by helping you expand product lines with new product design and design development or extend your reach even further through additional innovative marketing approaches.

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