PoolCorp: A billion-dollar vertical niche one-stop-shop success story in the construction industry
Lessons from PoolCorp on distribution, pricing power, and recurring revenue in a service niche
Why it's so powerful when you dominate vertical niches in construction-techIn this thought-provoking episode, Shub and Patric delve into the remarkable success story of PoolCorp, a publicly listed company with a staggering $15-17 billion market cap in the pool products and services industry. Despite its massive size, PoolCorp remains relatively unknown, even within the construction and tech sectors. The discussion unravels the company's strategic focus on a narrow niche, providing a one-stop-shop for all pool-related products and services, from construction and installation to maintenance and remodeling.
Through the PoolCorp case study, the hosts explore the power of dominating vertical niches in the B2B construction-tech space, particularly in the early years. They challenge the conventional wisdom that narrow markets are insufficient for venture-backable outcomes, highlighting PoolCorp's $10-12 billion serviceable market as a prime example. The conversation underscores the potential for companies to achieve disproportionately large market shares by going deep into a niche, developing unparalleled expertise, and building strong customer relationships.
Moreover, the episode dissects PoolCorp's masterful distribution strategy, fostering an "illusion of choice" for customers by distributing through a vast network of retailers, contractors, and online stores, often using generic or third-party branding. This approach not only avoids the perception of a monopoly but also creates an omnipresent presence across channels. Construction marketplaces can learn from this strategy by establishing their own private label products, breaking the illusion of perfect price discovery and increasing pricing power.
Furthermore, the hosts explore the concept of recurring revenue redefined, drawing parallels between PoolCorp and major elevator manufacturers. In these industries, the bulk of revenue and profitability comes not from the initial sale or installation but from ongoing maintenance contracts, which are often non-discretionary due to the inherent need to maintain mechanical and electrical systems.
Finally, Shub and Patric challenge the widespread assumption that market shares in construction niches are limited to 5-10% at best. They highlight the reality that in many B2B construction niches, legacy players routinely command market shares of 50-70% or higher, necessitating a shift in thinking when evaluating niche opportunities.