How Alpha Dog Explored a “What if…?” to Create an Exciting “What’s Next?!”
Our client Mid-Atlantic Steel Fabrication is a full-service custom metal fabricator. They’d been doing some work creating stalls, gates, and hardware for equestrian facilities — but they wanted to do more. Being well established in the industrial and home spaces (for products such as stairs and railings), how could they break out and gain a stronger foothold in the equestrian market?
What We Did
Created a Brand
Developed a Marketing Plan
Their equestrian products had their own brand, distinct from the Mid-Atlantic Steel Fabrication brand?
Alpha Dog Evaluated
We researched the existing landscape to learn:
• Who’s already providing metalwork for horse stalls?
• What are their unique selling propositions?
• What are their price points?
• Who’s buying their products?
We examined these same questions for Mid-Atlantic Steel Fabrication — and found the market sweet spot where they could stand out and compete.