“This can be the most important business of IMCA in a near future. More customers are interested, and the model has the possibility to be expanded with new add-on offerings…Change Logic did an excellent job.”
Chief Operating Officer
IMCA is one of the largest heavy-equipment distributors in the Caribbean, serving customers in the agriculture, mining, building, and transport industries.
They are the sole distributor of Cat®, Mobil™, Metso, and John Deere in the Dominican Republic and Jamaica—bringing construction, crushing, and agricultural equipment, power solutions, lubricants, and forklifts to these regions.
IMCA has a long-standing business model that is built on operational excellence and customer service. However, technology transformed its core markets, creating opportunities for new service-based value propositions. IMCA wanted to commit to a new growth ambition, though it was wary of the investment required and whether it could free up necessary resources to explore emerging business opportunities. It wanted Change Logic to help select Hunting Zones, ideate solutions, and build IMCA’s capability to incubate and scale these ideas into new businesses.
Change Logic’s Role
Change Logic aligned the senior team around a bold growth ambition and confirmed their commitment to invest in innovation. We worked side-by-side with the IMCA team, using We worked side-by-side with the IMCA team, using our Ideate-Incubate-Scale methodology to identify valuable customer pain points, design, test, and validate 4 emerging business opportunities, and develop go-to-market strategies for each opportunity.
We assisted IMCA in establishing a sustainable approach to building new businesses and ensured the transfer of innovation capabilities and mindsets to the IMCA team. IMCA applied Change Logic’s methodology for new business creation to develop a new Machine-as-a-Service (MaaS) offering. The service offers customers the flexibility to rent machines on a medium- or long-term basis, with maintenance included.
Having worked with Change Logic to develop the idea for MaaS, IMCA applied our method to test the offering in a series of customer pilots. This helped them to add data-driven services using telemetry to make predictive and corrective maintenance decisions. IMCA’s test-and-learn approach enabled it to win customer adoption, even from laggard market segments.
- IMCA successfully launched a new service called “MAAS” (Machine as a Service) whereby customers can rent a fleet of machines bundled with required and predictive maintenance and on-site technicians.
- IMCA’s core business continues to thrive with growing revenues and profits.