A new digital product built from scratch to 18,000 auto batteries sold per month
CONTEXT
The Grupo Moura is a manufacturer of both lithium and lead-acid batteries. They are the auto batteries market leader in South America, with 40% of the market share in Brazil. After 60 years of leadership, the board of the company decided to start a digital transformation process. The way to do this was to create a new hybrid business, combining the digital products for the end consumers and the strength of 70k resellers in the chain.
IN THIS CASE
Customer Behavior Analysis & Journey Mapping
Rapid Prototyping & Validation
Go To Market Roadmapping Design
CHALENGES
Build a new profitable digital product from scratch, considering 3 premises:
1) The new digital product has to put the end consumer in the center of the strategy, collecting from them all data and information as possible
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2) The new digital product can't cannibalize the value chain, especially the resellers, that are an important barrier to entry for newcomers enter into the sector
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3) Build squads to perform the new digital product and replicate the digital transformation process throughout the company
MY ROLE
• To lead the digital transformation program, making sure the teams involved will achieve the goals
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• As well as to conduct user researches, and idea generation through exploratory methods, and catalyze the construction of prototypes to be tested
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• Paired with data analysts to interpret the consumer pieces of evidence that validate our hypothesis
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• Roll out the entire strategy, including go-to-market plans, new features release, and traction strategy. My target was to consolidate the digital transformation program, and a new product up and running
DIRECTLY RESPONDED TO
ANDREA LYRA
CMO
ELISA CORREIA
COO
PAULO SALES
CO-PRESIDENT
WHAT WE DID
Digging deep into the auto battery consumer world
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• We spent time making sure the problem was completely understood. So we found three main pains:
- Long waiting time to replace the vehicle battery
- Many searches and phone calls to buy a battery
- Paper warranty - lost or damaged
Prototyping and testing real sellings
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• We made a real product where the consumers could order a brand new car battery. The order would be dispatched for a reseller according to the proximity with the consumer. As soon as the shopkeeper got the order, an installer would be sent to where the consumer was.
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• The product was tested in 3 cities, involving 9 resellers, and 60 purchases were concluded. This was enough to validate the business model.
OUTCOMES
• 600+ batteries sold/day
• Digital market leadership, 90% market share
• Decreased the client waiting time for 45 min
• Digital warranty, instead of only paper
• C level close involvement
• A digital team focused to perform the product
• Establishment of a Digital Committee to make strategic decisions
• The culture-changing from digital presence to digital business, as a consequence
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