Silen Case Study
“The insight the team brought back to us was beyond expectation. It wasn’t just facts and figures. It was information potential clients, customers, and partners would only disclose to trusted colleagues. Once more, it was summarized and delivered as actionable insight so that my team could easily make the business decisions we needed to make. Simply put, it allows us to move forward with a competitive advantage in a market that prior to doing this work we had no idea existed.”
- Endrus Arge, CEO of Silen
Silen Rent’s US Market Entry &
Business Intelligence
Silen, a pioneering company in the silent pod rental industry, is looking to expand its offerings and operations in the United States with Silen Rent. Silen Rent expands Silen’s already successful business into a model that offers clients more flexibility while furthering Silen’s commitment to sustainability and the circular economy. To ensure a successful entry, Silen required a deep understanding of the US market dynamics, potential customer preferences, and optimal business strategies.
Challenges
It is generally expected that US market dynamics vary wildly from Estonia, and gathering business intelligence on a key market around the world is easy to get wrong. Online information doesn’t often capture with fidelity or accuracy what really drives buying decisions, and each business may have differences that require unique insights to address. Moreover, the target market for rentals may be substantially different than standard purchasers.
Method
We were tasked with providing actionable insights to guide Silen's US market entry. Our method requires real conversations with real potential partners, buyers, and customers to give actionable business intelligence to qualitative and quantitative data capture. Our work included:
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Primary Research: Conducting in-person interviews and surveys with potential clients to gather firsthand insights into their needs, preferences, and pain points.
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Competitive Landscape Assessment: An analysis of existing competitors in the new region, their offerings, and competitive advantages.
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Strategic Advisory: Identifying multiple go-to-market opportunities, their strengths and their associated challenges.
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In-Depth Market Analysis: A thorough examination of the US market, identifying key trends, opportunities, and potential challenges as well as ideal locations for initial entry.
Results
We provided Silen with unprecedented insights to inform their strategy:
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Identified a blue ocean strategy: Found a point of entry and approach where Silen would experience no competition.
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Provided precise market penetration recommendations: Demonstrated a large, lucrative market of buyers for Silen that included a roadmap on exactly what is needed to secure a sale in this market and ready-to-go customers who indicated a willingness to be first in line.
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Discovered market resilient opportunities: Outlined a set of customers that would be willing and able to buy during down or up markets due to a unique set of circumstances that drive their ROI.
Provided “closed door” insights no one else could: Our boots-on-the-ground approach enables us to provide insights that these buyers wouldn’t share online that provide an immediate, actionable path for Silen to be more effective.
This Is Us In Numbers
$355M
Clients’ Income during the Last Quarter
10+
Business Partners in Over 30 Countries
27
Years of Experience
5
Industry Awards