An information partner and sparring partner
USP Marketing Consultancy is founded by Jan-Paul Schop. It all starts in a small, empty room at a meat products factory owned by the family. Schop’s objective is to provide the construction industry, home improvement sector, installation sector, and real estate market with sound market information. The need for such information is rising in these sectors as awareness of the benefits of marketing is gaining ground with the manufacturers and in the trade, but also with other parties in the business chain. Right from the start, USP focusses on the construction, housing, home improvement, real estate and installation sectors, and over time, the firm develops into a true market specialist.
Customized research, Multi-client and move into first office
As UPS’s clients are all active in the same sector, they regularly have the same research questions. To provide the market with proper information at affordable prices, various multi-client surveys are set up. This includes an exploration of the paint market, a brand recognition & image survey among building professionals, and an annual analysis of satisfaction on wholesalers. These surveys raise USP’s profile which in turn means that the company is increasingly asked to carry out tailored research. USP commences research into strategic issues upon instructions of individual parties (mostly manufacturers).
The next office building
Growth is happening at a rapid pace. A larger office building is really needed.
The next office move
In the meantime USP has become a very serious player in the Netherlands. The office building is yet again becoming too small to accommodate the company’s expansion. There is a move to the next building.
Formation of BouwKennis
The number of multi-client reports delivered by USP increases substantially. In addition, the market has an increased need for the continuous availability of certain key statistics relating to the construction industry and housing market. This leads to the formation of the subsidiary BouwKennis. The aim is to make strategic marketing information simple for the construction industry. BouwKennis follows the market closely, offers solutions and enriches information with market research.
USP spreads its wings
The company is growing very fast. This is primarily because USP services are no longer limited to the Netherlands. The company now carries out extensive international research, including in France, the United Kingdom, Germany, Belgium, Scandinavia, Eastern Europe and China. The objective of this international research covers areas such strategic market exploration, project evaluations, and market concepts. Many projects are of an exploratory nature. If growth in the own region is difficult due to contraction, for example, an introduction to a country or parts of a country can be interesting. In this case, insight into the procedures, distribution, influence of the various market parties, and the actual potential is essential. Over the years USP gains a lot of international experience in this type of work.
Formation of Bau Info Consult Düsseldorf
Bau Info Consult is formed to meet the growing demand for market information in Germany. Bau Info Consult and USP are working closely together and acquire extensive knowledge of the German construction industry.
Moving into current premises
USP is bursting at the seams and moves to the building at the Max Euwelaan 51, Rotterdam. After having moved three times in its existence due to growth in personnel, USP moves into a building in 2008 which is future-proof in regard to further expansion.
Set up of Arch-Vision
Arch Vision was set up on instruction of one of the largest investment companies in the Netherlands. It carries out continuous research among architects in eight European countries. The data serves as input for construction forecasts and trend analyses. The exposure USP has from this research puts it on the map for major players in the construction and installation sector outside the Netherlands, which is turned into rapid international growth.
Start European Home Improvement Monitor
To position USP as a serious player in the Home Improvement & DIY market, it starts the European Home Improvement Monitor. This research runs in 11 countries and over 26,400 consumers are surveyed for this on an annual basis.
Setup of European Installation Monitor (HVAC)
Many Arch-Vision clients would also like research for HVAC installers that provides insight into turnover development, forecasts and trends. Since then, this research is carried out every quarter in six countries. With this monitor, USP has acquired an important position within the European installation sector.
The original co-founder leaves the company. USP is now managed by Schop and his management team.
Start European Electrical Installation Monitor
Next to HVAC installers, the trend towards electric makes the electrical installer increasingly important too. USP has set up the European Electrical Installation Monitor for this purpose. Every quarter, it is used to analyse an essential theme in six different countries.
USP continues to grow
USP Marketing Consultancy currently employs 50 consultants and researchers. The share of international projects is now 70% of the total. Our clients are mainly large multinationals, something that also changes the dynamics at USP. The working language is usually English and we have high standards. Rotterdam’s no-nonsense culture remains extremely important, however. We notice that this is very much appreciated by our clients and our growth continues....