Winning the Houston Market
A Go-to-Market Strategy for Carlisle SynTec Systems
Year 1 Key Objectives
$7M
Target Revenue
20%
Market Share
95%+
Customer Satisfaction
The $1.2 Billion Houston Opportunity
Market Sector Demand
Houston's growth is diverse, with the industrial sector leading. Our strategy targets these key areas where Carlisle's durable systems offer maximum value.
Project Type Distribution
With re-roofing making up half the market, there's a huge opportunity in serving existing infrastructure, especially given Houston's storm-prone climate.
The Competitive Arena
Current Market Share
Carlisle is currently the fourth player. Our aggressive strategy is designed to capture share from the established leaders by highlighting technological superiority and total value.
TPO Pricing Analysis ($/sq. ft.)
While competitors like Firestone compete on initial price, Carlisle is positioned as a premium offering. Our strategy focuses on demonstrating a lower Total Cost of Ownership through labor savings and durability.
Our 3-Pronged Winning Strategy
The Carlisle Certified Partner Program
To counter GAF's sticky Master Elite program, we will launch a multi-tiered loyalty program that creates true partners, not just customers. Benefits will escalate from baseline discounts to co-marketing funds and priority lead generation, fostering a growth partnership that competitors cannot easily replicate.
High-Value Target Companies
Our outreach is a targeted strike, not a shotgun blast. We have identified the 20 most influential organizations across four key segments to drive initial momentum.
| Segment | Target Companies |
|---|---|
| Roofing Contractors | Nations Roof, Chamberlin, Ja-Mar, Tecta America, Houston Commercial Roofing |
| General Contractors | Turner Construction, Skanska, Gilbane, Balfour Beatty, McCarthy |
| Property Managers | CBRE, JLL, Transwestern, Hines, Cushman & Wakefield |
| Architects/Consultants | Gensler, PBK, Kirksey, Page, Ziegler Cooper |
12-Month Execution Timeline
Phase 1: Foundation (Months 1-3)
Activities:
- Hire & Train Sales Team
- Develop Marketing Collateral & TCO Calculator
- Launch Web Presence
Phase 2: Engagement (Months 4-6)
Activities:
- Launch Digital Ads & Contractor Training
- Secure Distributor Agreements
- Host "Lunch & Learns" with Architects
Phase 3: Scaling (Months 7-12)
Activities:
- Expand Sales Outreach to All Targets
- Implement Loyalty & Referral Programs
- Host Major Training & Appreciation Event