Product perception begins with marketing’s fluency with its potential.
Product Definition
After seeing an early concept, my team was determined to make the Rancilio Silvia Pro a high demand product in the largest sector for espresso machines: the home market.
This required a full body redesign, a plan for testing, strategic navigation of US and Italian R&D teams, and a novel go-to-market strategy to bring the Silvia Pro into the cognoscenti.
Product Identity
The project first needed a name and a purpose to create a story. Our goal was to develop a profile for a high performance home machine with a robust build and practical price. By coordinating branding, product development, and marketing strategy for the Silvia Pro, we were able to build the targeted market niche into the machine identity, utilizing both to support each other.
Forging Relationships
New market penetration does not happen in a vacuum. To break into a new market with the Silvia Pro, working with industry professionals provided valuable feedback and opened the door to ongoing partnerships and content creation. Additionally, working with distributors allowed us to facilitate preorders for nation-wide stock upon release, as well as tutorials and sponsored content.
The Plan for Content
Across digital platforms, the need for engaging media is crucial. Bringing users into an experience requires a community, otherwise content can come across as sterile and contrived.
After my team tested prototypes, early production models were sent to partners and influencers to provide feedback and create content ahead of the launch.
Product Timing
A market release works very closely with R&D, production, and operations. This is to ensure prototypes are adequately vetted, production models are made to spec, and units arrive in warehouse before the market release. I planned a closely regulated schedule with Rancilio’s factory, incorporating sufficient wiggle room to accommodate production delays.
Market Release
With the over-saturation of the internet and social media, a profound buzz around the Silvia Pro was necessary to break into the cognoscenti and become noticed. By working with resellers to get pre-orders placed before release, market demand converted directly into sales. This gave the Silvia Pro the traction it needed to sell out of every container shipment upon arrival for months.
