From Market Research to Market Innovation: How We Turned a Market Gap into a Thriving Outdoor Cooking and Heating Equipment Service in Florida

-Author: Zorayr Karapetyan, Ph.D.

In the competitive world of business, finding a niche that is both underserved and scalable can feel like searching for a needle in a haystack. Sometimes, with the right approach, that needle can turn into a goldmine. This is the story of how my business partner Stepan and I, through Prunus Partners LLC, experimented and capitalized on an untapped market in Florida, developing a new business category: Outdoor Cooking and Heating Equipment Service. What started as a research project turned into a profitable business Grillyan - grill repair and cleaning service, which now serves the Miami Metro Area and has the potential to scale across Florida and beyond.

The Genesis: A Deep Dive into the Floridian Service Market

It all began during one of our routine market research sessions. As partners at Prunus Partners LLC, we have always believed in the power of data-driven decisions. Our goal was simple: find a service market in Florida that meets specific criteria:

1. High Potential Niche Market: We were looking for a market that had consistent demand but was not oversaturated.

2. No Special Category on Google or Marketplaces: We wanted a service that didn’t already have a dedicated category, indicating it was underserved.

3. Undiscovered Market Metrics: We sought a market where key metrics like customer acquisition cost and lifetime value were not yet fully understood or exploited.

4. No Major Players: A market without dominant competitors meant there was room for us to establish a market leader.

5. Scalable: The service had to be something that could easily expand beyond the initial market.

After months of analyzing data, conducting surveys, and studying consumer behavior, we stumbled upon a surprising gap: Outdoor Cooking and Heating Equipment Services. 

While Florida is known for its year-round outdoor activities, there was very little potential or focus on servicing and maintaining outdoor cooking and heating equipment like grills, smokers, and fire pits. With over 10 million housing units in Florida only—80% of which are estimated to have grills—the market lacked a dedicated service category, leaving a significant gap for innovation and customer support in this niche.

Grillyan.com

In August 2024, we launched Grillyan, a service dedicated to grill cleaning, repair, and maintenance. The name "Grillyan" was chosen to reflect our focus on grills while also hinting at the broader category of outdoor cooking and heating equipment. From the outset, we positioned ourselves as the go-to experts in this niche, offering services that were not only high-quality but also backed by a deep understanding of the equipment we were servicing.

Within months, Grillyan became one of the leading grill cleaning and repair services in the Miami Metro Area. Our Google Business Profile boasts dozens of 5-star reviews, and our customer satisfaction rates are through the roof. But perhaps the most exciting part is the potential for growth.

Florida, with its year-round outdoor lifestyle, is just the beginning. Our vision is to expand Grillyan across the entire state and eventually into other states where outdoor activities are popular year-round. The scalability of our model, combined with the lack of major players in this space, positions us perfectly for rapid growth.

Lessons Learned: Turning Research into Revenue

The success of Grillyan is a testament to the power of thorough market research and strategic planning. Here are some key takeaways from our journey:

1. Identify the Gap: Look for markets that are underserved or overlooked. Sometimes, the best opportunities are hidden in plain sight.

2. Leverage Data: Use data to guide your decisions. Understanding market metrics can help you identify opportunities that others might miss.

3. Build a Strong Brand: In a new market, your brand is your most valuable asset. Invest in building a reputation for quality and reliability.

4. Focus on Scalability: Design your business model with growth in mind. This will make it easier to expand when the time is right.

5. Customer Satisfaction is Key: Happy customers are your best marketers. Focus on delivering exceptional service, and the rest will follow.

New Opportunities

Developing the Outdoor Cooking and Heating Equipment Service category was not just about filling a gap in the market; it was about recognizing a need and addressing it in a way that added value to our customers' lives. Through careful research, strategic planning, and a commitment to excellence, we turned an idea into a thriving business with the potential to scale across Florida and beyond.

As we continue to grow Grillyan, we are excited about the future and the opportunities that lie ahead. For entrepreneurs and business owners, our story is a reminder that with the right approach, even the most unexpected markets can become a source of success and innovation.