Smorgon Steel

The Issue

The company wanted to understand where their light-weight steel beam product, which already had established success in certain applications in the Australian building market, might fit into the highly competitive U.S. residential housing market.

Our Approach 

Home Innovation Labs used an integrated, multidisciplinary research approach for Smorgon. First, we conducted an extensive series of interviews and other qualitative research with home builders and distributors in major markets around the United States. We then combined the information gathered during that process with our decades of market data collection and analysis to identify relevant trends and likely opportunities. Finally, we applied our expertise in the code arena to determine the market path with the fewest barriers to integration and success.

Our Solution 

Home Innovation Labs recommended that Smorgon market its light-weight steel beams for basement applications in the Northeastern United States. This seemed like a radical suggestion to the company initially – they don’t build basements in Australia, so it was unchartered territory for them. 

The Result 

Successful launch of product in the United States.