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
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
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
• As well as to conduct user researches, and idea generation through exploratory methods, and catalyze the construction of prototypes to be tested
• Paired with data analysts to interpret the consumer pieces of evidence that validate our hypothesis
• 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
• 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
• 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.
• 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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