I'VE BEEN VERY LUCKY to find clients who are able to poke holes, often quite large holes, in the group-think, me-too product development approach in order to find fresh new opportunities. Melissa Brandao at Barefoot Motors had years of EV (electric vehicle) experience before launching Barefoot. This gave her the skill to put together a team that built a viable and powerful all electric ATV. Where she poked the holes was in identifying her customer. Had she followed 90% of ATV's marketing approach, she would have focused on the recreational market. But she dug a little deeper and discovered that agricultural use was a very significant share of the market and these users were almost completely ignored by the traditional gas-powered ATV manufacturers.
So, not only did she plan to market to this overlooked customer base, she actually built the vehicle to meet their needs.
MUDHAUS created the Barefoot brand and named the market segment EUV (earth utility vehicle). We filmed Barefoot's future customers at wineries, dairies and farms riding the Model One vehicle and interviewed them as both a research and marketing campaign rolled into one.