“A distinctive proposition was developed for Ventilex’s new innovation to bring it successfully to the market.”

Ventilex specializes in designing and manufacturing industrial drying solutions for food, animal feed, and minerals. Investing in technologies is one of the key pillars supporting Ventilex’s growth plans. To strengthen their position in the market and differentiate themselves from competitors, Ventilex has developed the new Drygenic® NXT air dehumidifier. This innovation enables significant energy savings, a crucial theme for the target audience.

AlphaRainbow assisted Ventilex in understanding the market potential of this new air dehumidifier and defining a powerful and distinctive proposition. This resulted in a compelling sales pitch and the creation of a concrete list of potential customers. The strategic approach, supported by in-depth research and targeted communication, has already helped Ventilex open doors with companies on this acquisition list.

“We started the Drygenic® NXT Growth Plan research to determine which markets (industries and geographies) best fit with DryGenic technology. Which markets can help kickstart the growth of our Drygenic® NXT proposition,” says Bertines Renes, Marketing Manager at Ventilex.

The project was divided into four phases:

1. Mapping market opportunities

Extensive desk research was conducted to map market opportunities, including internal and external interviews. The result was a clear overview of competition, potential market segments, key geographical markets, and an estimate of the market size for the new air dehumidifier. The results were presented to Ventilex, and based on certain criteria, a joint decision was made to focus on two specific market segments within three geographical markets.

2. Developing propositions

To develop distinctive propositions, in-depth interviews were conducted in both segments and across different geographical markets. This yielded valuable insights that formed the basis for compelling propositions.

“To truly talk to our customers about process improvements and solutions and return on investment, you must understand their process, business, and challenges well. It’s not realistic to do this for all possible industries and applications; that’s why focus is crucial,” says Bertines Renes of Ventilex.

3. Crafting the sales pitch

The value propositions were translated into convincing sales pitches for each market segment, with the aim of presenting them attractively to potential customers. The created sales pitches ensure that the developed propositions are recognizable to the target audience and can be communicated effectively.

4. Compiling the acquisition list

Using advanced desk research and data models, AlphaRainbow compiled a quantified acquisition list of potential customers. This was presented as a Power BI dashboard, allowing Ventilex to directly engage in their acquisition efforts based on factual data.

“It has given us a concrete target list of 30 internationally operating companies with over 900 locations worldwide.”

Since the opening of its first factory in 1965, Ventilex has grown into a global leader delivering smart and effective drying solutions. Ventilex offers both industrial product dryers and solutions for dehumidifying process spaces. With a team of professionals with extensive process knowledge and their own testing center, they can provide the most process- and energy-efficient drying solutions. Ventilex has customers worldwide with over 1,000 Ventilex units in use in the food industry, as well as in the animal feed and minerals sectors.


Britt Kant

Project manager

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