Around 20% of forecasted sales for Origin were for home-based businesses that were incredibly diverse, ranging from web designers to builders, financial consultants to plumbers. What all of these businesses had in common was that the proprietor wore many hats – they were both Tea Lady and Financial Controller, as well as Customer Service Manager, Filing Clerk and Marketing Manager, with a common attribute that they are way too busy to sit and think about gas or electricity.
Origin needed to cut through the clutter and show that they understood the pressures of a home-based business operator.
They developed their EasySaver product specifically for this segment.