WARDJet A-Series - Wayne Silasi

After comprehensive market research, WARDJet was able to identify a gap in the market and within their own product offering – small format waterjets. An already established industrial waterjet manufacturer, WARDJet needed to ensure this was a viable market segment before committing to large scale production.

What followed was an extensive, marketing-driven product development phase for the new A-Series that met the market segment demands: small format, fully capable and moderately priced.

Rather than gamble, WARDJet rolled out a soft launch by utilizing dynamic product visualization and a no-nonsense campaign that reinforced the market needs by using headlines like “Get Real Work Done” and “WARNING – This is not a toy and should be used for real work only”.

While still early in the product’s life cycle, WARDJet was able to determine a fair amount of product interest and gathered what they needed to justify full scale production of this product and this market segment. With no hard marketing push, the A-Series accounted for over 20% of inbound leads in under 2 months.

There’s an obvious demand for this product and the company can feel confident in dedicating resources to its development and life-cycle without taking a gamble.

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