Repositioning Through Competitive Analysis & Market Research
LEOMO - Motion Analytics for Top Athletes & Coaches
LEOMO is a motion analytics company at the forefront of sports biomechanics, empowering athletes with innovative devices and software solutions to optimize performance and prevent injuries. By providing real-time insights into biomechanics, LEOMO enables athletes and coaches to optimize performance and prevent injuries, reshaping training methodologies across multiple sports disciplines.
BUSINESS CHALLENGE
As the first Product Marketing Manager at LEOMO, I stepped into a newly created role with the responsibility of building its foundation and fostering cross-functional collaboration.
When I joined, the company had recently launched the Type-S, a motion-analytics-powered cycling head unit, with minimal success. Misalignment between teams was evident:
The sales team was selling a product we weren’t building.
The product team was developing features misaligned with buyer needs.
The customer service team received valuable feedback but lacked a process for sharing it with other departments.
These disconnects were reflected in the team’s marketing efforts, which failed to connect with our target audience and resulted in low market interest in the product.
ROLES
Amanda: Product Marketing Manager
Conducted independent, in-depth research into the competitive landscape and customer use cases.
Presented findings through company-wide sessions and tailored 1:1 discussions with Product, Sales, and Customer Service teams.
Effectively influenced the product roadmaps and created cohesion and continuity among product, sales, and customer service teams.
SOLUTION
I initiated and executed a comprehensive research project to evaluate the competitive landscape of cycling computers. This effort aimed to redefine LEOMO’s positioning while narrowing our target audience significantly. This allowed us to reapproach the market with messaging and design that would surprise and delight our ICP. The project was greenlit by my direct supervisors and became a turning point for LEOMO’s marketing and product alignment.
MY APPROACH
RESEARCH
A robust spreadsheet of all relative devices, including price points, key features, top takeaways from 3rd-party reviews, unique selling points, each company’s rank and reach, estimated monthly web traffic, SEO, relative press, key partnerships, and more.
I identified the top 3 competing devices, purchased them, and used them personally for one week each to gain a deeper understanding of each.
Performed 1:1 customer interviews to gain insight into their specific use cases of our device, what they feel it’s lacking, and what they like most
FINDINGS
Common themes between key features in competing devices and what the customers felt like were lacking were quickly identified.
It was unclear to customers whether this intended to replace the bike computer or used in addition to - Our positioning and message were messy.
Our messaging was too broad and our product was too complex. It was unclear to customers how our product benefited them and how to use it.
We did not have basic consumer-expected bike computer features that were necessary for day-to-day function.
Our device was primarily being used by biomechanics and bike fitters who were supporting top-performing endurance athletes, specifically cyclists and triathletes. It was rare to find an athlete who used the device daily.
With the high price point and complexity of motion analytics, the barrier to entry was high. There was little support on the onboarding process.
RESULTS
These findings allowed us to significantly narrow the target audience by focusing on endurance coaches and bike fitters of elite endurance athletes.
Repositioned our product and revamped all messaging. Created and added relevant and supportive use case documentation to the website to support the consideration phase of the marketing funnel.
Successfully persuaded the product team to shift their product roadmap to prioritize consumer-expected features and established strong working relationships for future endeavors.
Created sales enablement documentation for the sales team and built strong relationships and rapport.
In time and after additional website pieces were created, we relaunched our product with significantly higher CTR and engagement rates.
MATERIALS CREATED
Supporting use cases and case studies.
A new product page (no longer live).
