Spinning a mobile robotics business out of a subsea services company
The Brief
Vaarst is a start-up created to commercialize technology developed within Rovco, a global provider of ROV and hydrographic services. The new technology can be adapted to a range of applications from assessing irrigation pipes in agriculture to finding missing offshore crew or trapped mineworkers. The new business utilizing this technology is ROV-agnostic, with the potential for rapid global scale.
The Approach
The team wanted to ensure the business was primed for growth with an ownable market position, supported by a robust brand and messaging.
First, the scope and proposition were established, then products and tech stack for launch and to build a scalable and flexible messaging platform that could support the business for the next three years. We gave the business a name – Vaarst – which captures the essence of the offer while simultaneously giving the business a creative platform on which to build.
Unlike most start-ups, that have great technology but no market, Vaarst was already proven in the harshest of environments – subsea – and had case studies to back this up. The team used this as a differentiator, taking a credentials-led approach to the launch and showcased the projects Vaarst had already completed to demonstrate the value and innovation present in its offer.
With the business and brand in place, Vaarst then needed to bolster its marketing capabilities. The team worked as both an outsourced project team and CMO to help with the launch while building internal capabilities and helped to hire an internal Head of Marketing to support the business on its growth journey.
The Results
The new Vaarst brand:
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