The Perfect Bit, development and engineering led by Darren Stoner, creates a unique patented technology. This “Ball Joint” technology completely changes the equestrian bit. Over the last 15 years, The Perfect Bit has successfully captured a sizeable share of the market in bit sales for the Western Riding disciplines. This includes rodeo, roping, barrel racing, cutting and reining. 15 years later, the product is well established in this niche and has become mature in its product life cycle.

How do you grow sales revenue for a specialty product in a niche market?
The Solution
Grow the niche.

First, market research identifies that the worldwide revenue opportunity in the equestrian market exceeds $5B per year. The Western Riding Disciplines make up 33% of the total market. The English Riding disciplines account for the other 67% of market. To expand the niche, we will introduce The Perfect Bit to the English riders. While the innovation in the bit technology appeals to the new market segment, the look is very different between disciplines. So, we had to design a product that has the right look for the English Riders.

Once we had the right design, we built a website that caters to established western riders and appeals to the English riders. For scaling the expanded market, the website is primarily an online store. Marketing efforts initially focus on educating the new segment on the benefits of The Perfect Bit. This effort includes show and tell at competitions and events, direct mail campaigns to known riders and trainers, social media campaigns through Facebook and influencer marketing through equestrian specific mobile Apps.

The Results

The Perfect Bit has tested very well with English riders using the bit in a variety of settings to include Hunter-Jumper shows, Eventing and Fox Hunting. Broad feedback from early social media revealed that The Perfect Bit was discovered by English riders and trainers, but not well adopted because of the look. Finally, this allows us to skew the marketing message promoting a purchasing decision.

Let us show you how we are always “thinking forward.”

The Perfect Bit, development and engineering led by Darren Stoner, creates a unique patented technology. This “Ball Joint” technology completely changes the equestrian bit. Over the last 15 years, The Perfect Bit has successfully captured a sizeable share of the market in bit sales for the Western Riding disciplines. This includes rodeo, roping, barrel racing, cutting and reining. 15 years later, the product is well established in this niche and has become mature in its product life cycle.

How do you grow sales revenue for a specialty product in a niche market?
The Solution
Grow the niche.

First, market research identifies that the worldwide revenue opportunity in the equestrian market exceeds $5B per year. The Western Riding Disciplines make up 33% of the total market. The English Riding disciplines account for the other 67% of market. To expand the niche, we will introduce The Perfect Bit to the English riders. While the innovation in the bit technology appeals to the new market segment, the look is very different between disciplines. So, we had to design a product that has the right look for the English Riders.

Once we had the right design, we built a website that caters to established western riders and appeals to the English riders. For scaling the expanded market, the website is primarily an online store. Marketing efforts initially focus on educating the new segment on the benefits of The Perfect Bit. This effort includes show and tell at competitions and events, direct mail campaigns to known riders and trainers, social media campaigns through Facebook and influencer marketing through equestrian specific mobile Apps.

The Results

The Perfect Bit has tested very well with English riders using the bit in a variety of settings to include Hunter-Jumper shows, Eventing and Fox Hunting. Broad feedback from early social media revealed that The Perfect Bit was discovered by English riders and trainers, but not well adopted because of the look. Finally, this allows us to skew the marketing message promoting a purchasing decision.

Let us show you how we are always “thinking forward.”

The Challenge

Aveterra is a technology and process management company operating in the environmental services sector, also known as the green economy.  Aveterra provides a solution for the rapid transformation of animal waste to a compost that can be utilized in all applications of soil improvement.  The system is at work in numerous locations including large horse stables.  The equestrian market is where they started because it is a market they know.

The challenge was to effectively tell their story and highlight the environmental and economic benefits of the Aveterra system through the promotion of LEEP (Leadership in Environmental Equestrian Programs).

The Solution

Produce a video that is narrated by the company founder using b-roll images that depict clean water and green fields, horses and horseback riders.    As a lifelong equestrian, the founder of Aveterra issues a challenge to join the LEEP movement.    Video is the king of all media for telling a compelling and engaging story. We worked with a script writer and production crew in Washington to produce the video footage.  A rough cut editor in Virginia, a finish editor in California and sound engineer in New York to complete the project, on time and within budget.

The Results

Aveterra uses the video as an introduction to LEEP presentation and as a calling card being sent to prospective farm and ranch owners and investors in green technology.

Tad Coffin Performance Saddles is an American company committed to production of the most technologically advanced English Jumping Saddles available. The company founded by Tad Coffin, Olympic Gold Medalist (Montreal ’76), in 1997 after being involved in saddle design since 1976. Tad Coffin Performance Saddles was born out of Tad’s passion for discovering and developing the full potential of saddles.

Equivision Creative began their involvement with Tad in 2014.  As an owner of 2 Tad Coffin Saddles and a fan of the technology, Elizabeth helped Tad begin to change the conversation about saddles.  By illustrating the physical comforts a SmartRide tree offers to horses, some saddle makers have begun to create versions of their saddles with the SmartRide tree on board.  Through videos, social media and PR, Tad Coffin has solidified his convictions of all the tools available to riders, the saddle has the most untapped potential to positively impact horse rider performance.

The Mid Atlantic Equitation Festival is for beginner riders up to equestrians pursuing the USEF Medal or Maclay –It’s also one of the only equestrian college recruiting fairs on the East Coast.  In partnership with the Maryland Horse Industry Board  –MAEF is offering $4500 of scholarship awards with a goal of $10,000 in the near future.  The Mid Atlantic Equitation Festival wanted a promo video that could tell the story of this event effectively so that MAEF might reach their scholarship goals with more sponsor funding for 2017.

Electronic Vet offers three unique products that are innovated, simple to use, and mobile – targeted for the Equine industry. Built around a central database for veterinarians, owners, and horses,  Electronic Vet’s Solutions are designed to be intuitive, easy to use, and accurate for point to point veterinary health care.