Maytag Commercial Laundry was struggling in the saturated laundromat marketplace and couldn’t understand why. Research revealed that nearly all manufacturers were basing their sales strategies on the needs of the biggest laundromats, while smaller laundromat owners kept aging washers and dryers much longer than what made financial sense. With 60% of laundromats being smaller businesses, we used this insight to reposition Maytag as the “replacement” brand that could best serve their needs.