Tag: research

Gradient Comfort Customer Profiles

Gradient Comfort Customer Profiles

by Leigh Hoopes

The client, green home-tech startup Gradient Comfort, wanted a clearer view of the customers who had already pre-registered or pre-paid for their ductless window heat pump. Based on the anonymized customer data they provided, we were able to craft a detailed profile of their current customer base, as well as uncover opportunities for them to expand their reach after their initial launch in New York and Los Angeles.

To create this persona, journey, and mini-profiles, we reviewed results from Gradient’s Customer Waitlist Survey and compiled relevant consumer data from OMNI, Global Web Index, Statista, US Census, and the National Association for Realtors.

BlueStar White Paper: Opportunities for VARs in Cannabis Point of Sale (POS)

BlueStar White Paper: Opportunities for VARs in Cannabis Point of Sale (POS)

by Leigh Hoopes

There are a lot of acronyms in the business technology solutions industry, but the most important one to know is VAR: value-added reseller. These resellers are the core customers for BlueStar, Inc., a leading global distributor of B2B technology solutions, and even after my employment with BlueStar ended, I was so glad to work with them to craft this white paper on a niche subject in order to drive leads to their one of their key Point of Sale (POS) brands, Zebra Technologies.

For this white paper, I interviewed the Senior Channel Manager to understand his goals and perspectives, and conducted research on the then-growing cannabis industry and key features & benefits for VARs working with their own customers in the industry as well. This was fun and interesting collaboration, and I’m always down to work with BlueStar Marketing Team friends again any time.