In this case study, we delve into how Stratefix enabled PM Pavers to scale up with structured sales strategies, technology integration, and a robust team. The result? A 120% increase in business within just one year. Stratefix’s hands-on approach—from optimising production to expanding sales territories—showcases the power of customised growth consulting for SMEs aiming to make a mark in their industry.
PM Pavers, a leading manufacturer in the pavers block segment, has a reputation for quality building materials and it’s post sales service. However, in early 2021, they faced several challenges typical of SMEs aiming to scale into a large enterprise.
Despite impressive infrastructure and dedicated inhouse team efforts, PM Pavers’ potential remained untapped due to limitations in sales reach, strategic market penetration, operational efficiency, and a lack of systematic processes. The business relied heavily on owner-driven sales and labour-dependent production, which constrained growth.
To tackle these issues, PM Pavers brought Stratefix Consulting on board as a business growth partner. Stratefix, renowned for transforming MSMEs and SMEs into big enterprise-level brands, took on the challenge of helping PM Pavers grow.
Stay with us as we delve into how Stratefix employed market-driven insights, structured sales strategies, and technology solutions to help PM Pavers scale up, resulting in substantial revenue growth and operational improvements.
Pavers in India’s Construction Sector
The Indian construction sector has witnessed massive growth, driven by urbanisation, infrastructure projects, and government initiatives. The demand for high-quality paver blocks has increased significantly, with usage spanning residential complexes, commercial developments, government projects, and public infrastructure across tier 1 and tier 2 cities.
This high-demand environment presented a ripe opportunity for PM Pavers, whose flagship Columbia paver machines and quality materials positioned them well to become a prominent supplier. However, scaling to meet industry demand required a well-coordinated and targeted approach.
PM Pavers faced several challenges that Stratefix needed to address to unlock growth:
- Owner-Driven Sales Process: Without a dedicated sales team, the business relied on the owners to manage sales, limiting the company’s ability to scale and enter new markets effectively.
- Labour-Dependent Production: Their production capacity of 1 lakh square feet per month was constrained by labour reliance, leading to slow turnaround times and restricted supply.
- Lack of Reporting Systems and Operational Strategy: A lack of real-time reporting hindered management’s ability to make data-driven decisions, and traditional methods impacted overall productivity.
- No Targeted Sales Strategy: The absence of a structured sales approach meant missed opportunities, particularly in segments like small orders, which held untapped revenue potential.
- Under-Utilisation of Market Demand: Despite high demand, PM Pavers lacked a systematic approach to harnessing market opportunities across segments such as government contracts, residential projects, and commercial developments.
Stratefix Consulting’s role was to diagnose these issues and implement a comprehensive sales and business growth strategy tailored specifically to PM Pavers.
Stratefix’s exponential Sales Growth Strategy for PM Pavers
- Initial Sales Assessment and Market Research
Stratefix began with a thorough analysis of PM Pavers’ operations, identifying inefficiencies and untapped market potential.
- Market Analysis and Competitor Benchmarking: Stratefix conducted an extensive market analysis, uncovering a demand of around 8 lakh square feet per month within Surat alone, spanning residential, commercial, and civil projects. Understanding this gap allowed Stratefix to benchmark PM Pavers’ production potential against competitors and highlight areas for expansion.
- Internal Audit: Stratefix assessed the company’s existing processes, noting that while their machinery was capable, the absence of data reporting and systems limited operational transparency. This review informed the development of a customised reporting structure for PM Pavers, enhancing clarity in daily operations and performance.
- Building a Dedicated Sales Team
The analysis highlighted the need for a dedicated sales team to grow revenue and increase market reach.
- Sales Team Recruitment and Training: Within the first six months, Stratefix recruited and trained three industry-experienced sales experts. This team was given structured targets, incentive plans, and trained on CRM software to improve lead tracking and customer engagement.
- Pre-Journey Planning (PJP) and Territory Coverage: To streamline sales efforts, Stratefix implemented PJPs for each sales representative, ensuring effective territory coverage across high-potential areas. The sales team was trained to engage clients across segments like private commercial projects, government tenders, and bulk orders.
- Implementing Technology for Growth
Stratefix introduced technology tools to streamline operations, increase productivity, and provide real-time data for informed decision-making.
- ERP and CRM System Integration: A tailored ERP system was implemented to handle production, inventory, and dispatch in real-time, minimising delays. The CRM system enabled systematic customer relationship management and lead tracking, providing the management with a clear view of each client’s buying patterns.
- Data-Driven Reporting: With the CRM in place, Stratefix developed custom dashboards that provided visibility into sales performance, order status, and revenue projections. These reports empowered PM Pavers’ management to make data-driven decisions and adapt strategies based on actual metrics.
- Expanding Production Capacity
With sales growth exceeding expectations, the increased demand quickly strained PM Pavers’ initial production capacity.
- Enhancing Production Infrastructure: Within the first year, PM Pavers’ sales grew by 50%, prompting the need for two additional Columbia machines, increasing production capacity to 2.5 lakh square feet per month. Stratefix helped structure production workflows to support this capacity expansion, meeting growing demand without compromising quality.
- Weekly Production Reviews: Regular production meetings were introduced to review order fulfilment status and align sales with production timelines, reducing lead times and improving client satisfaction.
- Targeted Sales and Client Prioritisation
Stratefix observed that the sales team initially focused mainly on large orders, missing out on potential revenue from smaller orders.
- Strategic Sales Prioritisation: Stratefix coached the sales team on segmenting clients by order size, focusing on high-value clients while incorporating small orders to ensure a balanced sales pipeline. With 70% of sales from large orders, the team was encouraged to manage small orders efficiently, accounting for the remaining 30% of revenue targets.
- Client Segmentation and Relationship Management: Stratefix implemented a client categorisation model that prioritised high-frequency clients, offering tailored engagement strategies and incentives based on order volume. This approach improved customer loyalty and repeat business.
- Expanding Market Reach
With PM Pavers’ production capacity optimised, Stratefix strategised to expand into new markets and segments.
- Territory Expansion: New sales representatives were hired for key regions such as Mumbai, Ahmedabad, and Baroda, with Ankleshwar and Bharuch also seeing dedicated sales coverage. This regional expansion allowed PM Pavers to capture a more significant share of the market.
- Targeting New Segments: Stratefix guided PM Pavers in entering high-value segments like petrol stations, large private sector projects, and government infrastructure, significantly boosting revenue and brand visibility.
- Continuous Improvement and Scaling Efforts
Building on their success, Stratefix introduced an iterative approach for sustained growth.
- Sales Performance Reviews: Weekly and monthly sales reviews became a mainstay, helping the team track progress against targets, assess gaps, and fine-tune their approach based on changing market conditions.
- Long-Term Strategic Vision: To support future growth, Stratefix recommended expanding product lines into related segments like RMC and tiles, diversifying PM Pavers’ portfolio and enhancing its competitive position within the construction materials industry.
Achieving Substantial Sales and Business Growth with Stratefix Consulting
Stratefix’s interventions produced measurable improvements for PM Pavers, contributing to rapid growth:
- Significant Revenue Growth: The structured sales strategies helped PM Pavers achieve a remarkable increase in revenue, reaching a projected ₹8 crore for FY 2021-22 from ₹5 crore in FY 2020-21. From ₹8 crore to ₹11 crore In FY 2022-23, from ₹11 crore to ₹15 crore in FY 2023-24 while current projection for 2024-25 is more than ₹18 crore.
- Enhanced Market Reach: The expanded sales team and territory coverage enabled PM Pavers to penetrate high-potential regions, leading to a 100% increase in order volume and a 120%+ business growth rate.
- Increased Production Efficiency: Due to high client and market demand company took a bold decision to add one more Columbia machine. With this addition of two Columbia machines and optimised production workflows, PM Pavers’ capacity rose to 3 lakh square feet per month, matching growing sales demands without compromising quality.
- Product Categories Expansion: In addition to pavers, Stratefix identified a high-demand product—kerbstones— and PM Paver has acquired its first-ever wet press machine, capable of producing 20,000 kerbstones per month, which will accelerate sales and attract new customer segments.
- Improved Data Transparency: The ERP and CRM systems provided clear visibility into sales metrics and operational data, enabling PM Pavers to make informed, timely and strategic business growth decisions.
- YOY Growth and Future-Proofing: As a result of Stratefix’s interventions, PM Pavers has sustained a year-on-year growth rate of 30% and is now well-positioned for future expansion into new product categories.
Final Thoughts
The success of PM Pavers with Stratefix Consulting highlights the transformative impact of structured sales strategies, technology integration, and targeted market expansion.
Through dedicated sales consulting, Stratefix helped PM Pavers address critical operational challenges, improve productivity, and establish a robust foundation for growth.
By tailoring its strategies to the specific needs of PM Pavers, Stratefix not only delivered results but also equipped the company to evolve from an SME into a significant player within the building materials industry.
When PM Pavers needed to transform their sales process to achieve exponential growth, Stratefix Consulting stepped in with a tailored B2B strategy that took them to new heights. Listen to what they have to say – “I can’t say I’m a client of Stratefix—it’s more like a family now,” shared Ankit Faldu, Partner at Om Sai Metal group (PM Pavers, Patel Aggregates & More) reflecting on a successful partnership.
Stratefix continues to guide PM Pavers, fostering a partnership that underscores the potential of well-executed business growth strategies. For PM Pavers, the sky is truly the limit, as they explore further opportunities with Stratefix by their side.
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