The Work

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In 2023, Boatsetter appointed its first non-founder CEO, who brought us in to evaluate the existing brand experience and go-to-market strategy. A crucial component of this assessment involved fielding a quantitative market study to understand target segments, purchase drivers, and current perceptions of Boatsetter compared to competitors.

We developed a data-driven segmentation strategy that allowed Boatsetter to better address a range of customer needs and identify more lucrative sales opportunities. Most importantly, we recommended shifting away from their founding focus on attracting inexperienced consumers to embracing the experiential needs of seasoned boaters. This repositioning highlighted Boatsetter as the premier choice for those who cherish their time on the water, want to maximize their boating experiences, and will continue to return to Boatsetter as their partner of choice.

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The Outcome

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With a refined strategy and a clearer understanding of its highest-value customers, a rapidly revamped marketing outreach has shifted to spotlight on-the-water experiences rather than the boats themselves. These pivots have yielded significant growth in both revenue and profitability for the company, and have helped Boatsetter solidify a leadership position in the peer-to-peer rental market.

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“Rarefy was a fantastic partner to help us refine our go-to-market strategy and provided us with a greater understanding of who are customers truly are and how we can inspire and motivate them to action. The organization has fully embraced the recommendations Rarefy made and it’s great to see everyone rally around our brand to create the experience our customers want.” - Michael Farb, CEO, Boatsetter