Maytag Commercial Laundry was struggling to differentiate itself in the saturated laundromat marketplace. To revitalize this venerable brand, we dug deep into the data of the category and uncovered an incredible insight. Nearly all manufacturers were basing their sales strategies on the needs of the biggest laundromats in the nation. However, nearly 60% of laundromats were actually much smaller and had very different needs. The more data we gathered, the more we realized that commercial laundry’s most ignored audience provided its most sales potential.