Winning Back Dominant Market Share with Enhanced Customer Value

Client Profile

Unirac produces racking products and accessories to support the installation of solar panels on private residences and commercial properties across North America.

The Challenge

Once a more dominant leader in its space, Unirac engaged Dorn to develop a re-assertion strategy that would help the organization win back share in its core markets, and leverage an enhanced product portfolio to stimulate new growth.

Evolution To Growth

Reclaiming dominant market share required that Unirac pinpoint where they could add relevant value to their installer and distributor customers. As a result, the product portfolio was expanded into adjacent categories through new product development efforts and an add-on acquisition. A new go-to-market strategy was designed to fully support and leverage Unirac’s expanded offering and to help customers see the total value Unirac provides as a partner.

Product Strategy

  • Portfolio management
  • Adjacent portfolio expansion
  • Product-line strategy
  • New product naming strategy
  • New product launch commercialization

Marketing Strategy

  • Market research and strategy
  • Brand architecture and strategy
  • Brand positioning and value propositions
  • Content marketing
  • Brand messaging
  • Event marketing
  • Go-to-market strategy evolution

Sales Strategy

  • Sales enablement
  • Channel strategy
  • Distributor co-branded sales support


The new go-to-market approach is helping Unirac reclaim its dominant market share by capturing additional share-of-wallet with existing customers and driving new customer acquisition. Unirac’s current revenue run rate is up 40% over prior year. In addition, Unirac is well-positioned to expand both organic and inorganic growth initiatives as it re-asserts itself as the dominant player in its space.

Growth In Action

“Dorn has helped our teams build a scalable foundation for growth and set of capabilities that are enabling Unirac to capture a defensible leadership position in our market.”

— Peter Lorenz, CEO, Unirac