The International Carwash Association (ICA) is the nonprofit trade group representing the professional car wash industry in North America and around the globe. ICA serves thousands of car wash professionals and businesses, as well as the industry's leading retailers and suppliers.
As a trade association, ICA was historically funded primarily through its biennial tradeshow. Recognizing the need to diversify revenue and responding to members’ expressed interest, ICA developed LEAD, a customized management and supervisor training program. But it needed to test the product content, garner feedback on the UX, identify a compelling value proposition that resonated with managers and appealed to decision-makers, design a tiered pricing strategy, and develop a go-to-market strategy.
MYB collaborated with ICA to secure participants for a pilot study that included hands-on participation with LEAD. MYB conducted a comprehensive investigation with actual managers and supervisors, as well as owners and general managers who made investment decisions. Through individual interviews, pre- and post-focus groups, and data collection via surveys, MYB was able to refine the LEAD prototype, craft a value proposition for decision makers, establish a tiered pricing strategy that exceeded original projections, and support in the development of a pro forma over a five-year period to recoup their investment, as well as fund on-going development of training modules.
Despite the pandemic, ICA successfully launched LEAD in early 2021 to much adulation and a high adoption rate. LEAD has taken center stage on ICA’s website, highlighting testimonials from key influencers. As one user put it: "Leadership training is one of our largest gaps and LEAD fills this need. Now I have the tools to build the skills of my future managers and supervisors."