Sintal, how to diversify a SME’s product?

Sintal is a SME located in the locality of Estella (Navarra), the company initiated its activity making television antennas: the typical ones that covered the houses’ tile roofs and conformed many cities and localities’ landscape.

In response to the TV antennas market, Sintal equipped itself with a productive and technological structure based on a cold outlining of steel lamina, depending on an important productive capacity. The massive introduction of the analogical TV in the Spanish homes caused that Sintal had great expansions due to a great demand increase. The technological evolutions of the TV signal management made the product slowly obsolete and finally caused its total disappearance.

Later the company initiated a diversification process based on the wine sector’s reconversion; particularly heading the process of changing the wood structures that supported the vines to steel structures outlined in cold; the vine diversification was very intensive in production but logically once the park was all covered with vineyards, the product line disappeared.

It was at this time when Sintal made Loop Business Innovation responsible for a new opportunity detection project, with long term growth, that allows the client to construct a stable development scene.

Loop developed an analysis process of the company’s DNA knowledge and of the value possibilities that it could have in the market. In particular, the process faces the value that the own company is granted with the value that the market could give to it. Once detected the two typologies of value, they are placed in opposition and are discriminated between each other in order to harness the already recognized value, to eliminate the value that is off- market in order to optimize resources and finally, to exploit the value that the market would be ready to recognize and that is not exploited.

Once the company’s value was “distillated”, it was faced with an exhaustive analysis of market tendencies to begin to focus opportunity territories. The project settled in the great growth of the construction industry in our country (2003) and in the high number of labor accidents that took place due to the lack of knowledge and sophisticated security tools at work. They finally choose to develop the “Security at work” scene.

The existing elements for construction security, analyzed previously, were very primary, basically made of wood and placed randomly by the employees, being destroyed in the end. Another interesting element was that “construction security” was synonymous of “straight section” and this is synonymous of extrusion or outline in cold: The technology that our client was an expert on.

Once the scene is being focused and the capability of the client’s knowledge assured, we detect the members that take part within the construction security, emphasizing two of them over the rest so that the scene could be successfully implanted: The rental companies of construction material and the security technicians.

The project was carried out considering a security system to be commercialized by the material rental companies; the system consists of two great elements:

A software to define the best security concept for each specific construction and to determine the system’s necessary material, directed to the security technicians and related directly to the hardware system’s data base

Set of hardware materials to mount the necessary different security elements and developed by the software system. The different security elements are structured in linear elements outlined in steel and fixation elements basically injected in aluminum. The rental unit is a “palette” that contains the necessary elements to cover some security linear meters.

Once the construction is finished, the system is disassembled, arranged according to the palette and given back to the material rental company.

The system was a success in the market; it was presented in the Construmat contest and stood out as one of the most innovating products. The company could build a scene of great development and future with this system. Loop’s opportunity definition and scene structure allowed the company to accelerate in time and to reduce the development cost and launching in the market, to make a strong evolution process without dramatic changes, harnessing the cost of the assets’ opportunity they had.

 
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Mª Luisa Vives – Jaime Gross

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