Building Two Complementary Databases of B2B Clients and Construction Project Stakeholders for Stella Green

Desired outcome

The task involves creating two distinct but complementary databases of B2B clients and entities influencing purchasing decisions in the construction sector.
1. B2B Client Database – Companies that directly purchase grass grids and garden borders, including developers, construction companies, and contractors. Each company in this database should be categorized based on:
o Whether it participates in public tenders (and wins them).
o Whether it operates mainly in the private sector, executing commercial investments.
o Whether it engages in both public and private projects.
2. Database of Construction Project Stakeholders – Architectural firms, design studios, and landscape architecture companies. The objective is to determine which entities influence the decision to use grass grids and garden borders in projects.
Ultimately, the result will be two well-defined databases that will help Stella Green improve sales targeting and marketing strategy.

Initial Problem Description

The sale of Stella Green products depends on two key groups:
• B2B clients who purchase grass grids and borders – including developers, construction contractors, road builders, and companies that build playgrounds and recreational spaces.
• Design firms and consultants that can influence investor decisions regarding the use of these products – including architectural studios, landscape architects, and urban planning firms.
Currently, there is no precisely defined database for either of these groups. Specifically:
• There is no knowledge of which B2B clients participate in tenders and how often they win them.
• It is unclear which companies focus exclusively on private-sector projects and which handle only public-sector projects.
• There is a lack of understanding of which design firms influence purchasing decisions for materials used in construction projects.
The goal of this task is to build two databases that will enable more precise sales and marketing targeting.

Context

The two created databases will allow Stella Green to:
• Precisely target B2B clients – making it easier to reach companies that actually purchase Stella Green products.
• Segment customers – distinguishing companies that primarily work on public tenders from those executing private-sector investments.
• Understand key decision-makers – determining which design firms have a strong influence on material selection in construction projects.
• Improve sales offers and marketing strategies – adapting communication and marketing activities to different client groups.

Connection to cross-cutting areas

• Circular Economy – Do design and construction firms incorporate eco-friendly materials in their projects?
• Overall Sustainable Development – In which market segments are grass grids used as a sustainable solution?
• Industry 4.0 & Digitization – Automation of data collection, analysis of tender trends, and use of client segmentation tools.

Input

• List of Stella Green products essential for B2B clients and project designers (grass grids, garden borders).

Expectations

1. Creation of two databases:
o B2B Client Database (buyers of Stella Green products):
 Construction companies, contractors, developers.
 Indication of whether the company participates in public tenders.
 Indication of whether the company operates in the private sector.
 Classification of companies operating in both public and private projects.
o Database of project design firms (influencing material selection):
 Architectural studios.
 Landscape architecture firms.
 Urban planning and infrastructure design firms.
2. Analysis of companies participating in tenders – determining how many construction companies regularly win tenders for major projects.
3. Customer segmentation:
o Identifying the most promising markets for sales growth.
o Classifying client types and their preferences.
o Recognizing major private and public-sector investors.
4. Recommendations for sales and marketing strategies:
o How to effectively target different customer segments?
o How to adapt the offer to private and public-sector projects?
o Which sales arguments work best for design firms?

Desired Team Profile

• Students from fields such as economics, management, international business, business analytics, supply chain management, industrial process engineering, project management, digital business processes, branding, and marketing strategy.
• Individuals skilled in analyzing tenders and industry documents.
• Students with analytical and research skills.
• Knowledge of methods for collecting data from public records and other data sources.

Additional Information

• Some design firms may have a greater impact on purchasing decisions than construction firms themselves – understanding this dynamic is crucial.

Related Keywords

• Digitalization
• Measurements and Standards
• Computer related