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Future-proofing the development of ALT within the automotive market

ALT is a prominent converter operating within the automotive and other various industries. The company’s headquarters are in The Netherlands, with multiple manufacturing facilities worldwide. In the specific product segment of airbag seals, ALT is the dominant market leader in Europe.

The challenge

First, ALT needs to secure its future by developing a new and meaningful niche within the automotive market with the potential to become market leader. To achieve that ALT is looking at crafting solutions for the car of the future going beyond its existing portfolio and clientele.

Second, ALT wants to establish the groundwork for commercial expansion, transforming the company’s role from a responsive customer-centric partner into a proactive and innovative business development collaborator.

What we did

We focused on strategically positioning ALT to ensure long-term relevance with a comprehensive and results-oriented plan. While doing research about the car of the future and guiding ALT in developing products for the future, we starting building the commercial relations as well.

We started by identifying key target markets based on the initial problem-solution fit. Continuing, the project transitioned into formulating value propositions for two key issues that emerged. The objective was to validate assumptions regarding customer needs and the value added by ALT’s offerings.

We didn’t only change the narrative, we also started talking directly to the OEMs instead of their suppliers, opening up new market opportunities.

The market potential for the defined potential offerings was estimated and the propositions were validated within the ecosystem, involving expert interviews, direct engagement with industry stakeholders, and attendance at an expert fair in Munich. We translated all gathered insights into tangible and actionable plans that resulted in a Go-to-Market strategy with concrete commercial and technical roadmaps.

How we did it

  • Market Opportunity Scan to kick off the project in December ’23 to identify key target markets.
Market Opportunity Scan to kick off the project in December ’23 to identify key target markets.
  • Unique Value Proposition Design to validate assumptions regarding the consumer’s needs and ALT’s offerings
Unique Value Proposition Design to validate assumptions regarding the consumer’s needs and ALT’s offerings
  • Market Validation involves an in-depth exploration of the unique value proposition by interviewing industry experts and daily status updates with phone logs and full phone records
Market Validation involves an in-depth exploration of the unique value proposition by interviewing industry experts and daily status updates with phone logs and full phone records
  • A Growth Week of 5 intense days with ALT’s management to translate all gathered insights into actionable plans and ensure the practical application of the Go-To-Market Strategy. A technical and commercial roadmap per technology was established during this week in April ’24.
A Growth Week of 5 intense days with ALT’s management to translate all gathered insights into actionable plans and ensure the practical application of the Go-To-Market Strategy. A technical and commercial roadmap per technology was established during this week in April ’24.
  • A continuous and iterative market survey approach was employed throughout all phases, engaging with leading decision-makers and experts within the field.
A continuous and iterative market survey approach was employed throughout all phases, engaging with leading decision-makers and experts within the field.
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The Results

The project delivery was made 5 months after the kick-off and numerous opportunities emerged during the project, particularly within prominent OEMs for the first time in the history of ALT.

ALT’s changed positioning and narrative led to more focus and enthusiasm with the team:

  • Technical profiles start doing much more than reacting to client requests
  • Commercial profiles do much more than managing client contacts

A few months after completion, some opportunities have progressed to the prototyping phase and an innovation portfolio with technological and commercial roadmap is ready.

I want to thank Merluno for their fantastic work. I am impressed about the hands-on attitude that led to solid results without losing sight of structure or strategy. Hard work has been done but produced a beautiful plan of approach with concrete actions. I enjoyed our collaboration and the conversations we had aside from the project.
ALT-Tech-450x300
Jean-Luc Verstraeten
CEO ALT Technologies

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