Gantom 2026 Strategic Plan

Source: Gantom-2026-Strategic-Plan.pdf (received Feb 10, 2026)

Strategic Thesis

Differentiated Product + Specifier Trust = Premium Pricing

Gantom's pricing power is eroding as competitors commoditize hardware at lower prices and diversify supply chains to avoid tariffs. To maintain premium pricing (20-22% above competitors), Gantom must:

1. Maintain quality differentiated product
2. Increase switching costs by building specifier trust

Three Strategic Pillars

1. Differentiated Product

• RJ45 Ecosystem Rollout - New connector standard across all products
• Light Bar - Daisy chain + RJ45 capability, enters new markets
• RDM Distribution Development - Remote device management
• High CRI / Dynamic White - Museum market (future)

2. Specifier Trust (Increases Switching Costs)

• Highly competent support staff
• Relationship marketing program
• Early access programs (product feedback partnerships)
• Thought leadership
• Value proposition: "Gantom fixtures make you money" (specifiers earn more by recommending Gantom)

3. Premium Pricing Capture

• China Direct Fulfillment - Bypass 25%+ tariffs on international projects
• Whale vs. Direct Strategy - Capture direct margin on daily orders
• Competitive Pricing Monitoring - Maintain 15-25% safe premium

Q1 2026 Goals (Jan-Mar)

Differentiated Product

• ✅ Complete RJ45 System Rollout (Early Feb deadline) - Lisa
• ⏳ DB33 Programmer Status Confirmation - Andy
• ⏳ Light Bar Prototype Finalization (for Q2 early access) - Jerry

Specifier Trust

• ⏳ Q1 Care Packages Shipped - Philip
• ⏳ Trade Show Prep (IAAPA UAE) - Philip
• ⏳ First Case Study Identified - Philip
• ⏳ RJ45 System Page (website) - Philip
• ⏳ Demo Data (top specifiers) - Philip
• ⏳ Green Tagged - 13 episodes, add Gantom branding + CTA - Philip
• ⏳ HAN Integration - Gantom/client CTA - Philip

Premium Pricing Capture

• ⏳ International Fulfillment Discovery - Lisa
• ⏳ Competitive Pricing Baseline - Chris Balint

Organizational

• ⏳ Governance Structure Discussion (CEO authority, owner roles, US-China coordination) - Philip
• ⏳ Capacity Audit & Subtraction Exercise (ALL) - Document time allocation, identify what to stop/automate/delegate

Key Opportunity

RJ45/RDM system reduces user friction → increases sales volume
Light Bar → sells to current market + enters new markets
Specifier trust → increases switching costs + makes clients more money

Competitive Context

• Competitors commoditizing hardware at lower prices
• Supply chain diversification to avoid tariffs
• Gantom must maintain quality perception while building relationship moat
• Pricing sweet spot: 15-25% premium (max 22% over substitution products)

Document Structure

• 2026 Quarterly Goals (Page 4)
• Strategic Context (Page 8) - Industry state, pricing position, competitive landscape
• Differentiated Product (Page 17) - 2026 product roadmap
• Specifier Trust (Page 20) - Marketing plan
• Premium Pricing Capture (Page 35) - International fulfillment
• Threats & Contingency Planning (Page 36) - Risk assessment, scenario planning
• Long-Term Organizational Development (Page 38) - AI efficiency, hiring roadmap, 2027+ positioning
• Appendix - 2026 price list, margin calculations, competitor analysis

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Status: Reference document for Gantom strategic context
Last Updated: 2026-02-10