Finding the real early-adopter niche in EHS

Research showed the early adopters were not who they expected.

What they were up against

Dokupinty is a digital tool for Environment, Health and Safety professionals, built to cut administrative overload and keep documentation under control. Before putting more into product and sales, the team needed to know where the real demand was, who the ideal first customer was, and what the product should focus on.

What we did

We ran a full qualitative and strategic validation. Desk research on EHS digitalisation, regulation, and the software landscape gave us the top-down view. Then we built a database of companies, experts, and service providers, interviewed across large enterprises, SMEs, sector bodies, and service firms, and transcribed and coded the conversations to surface patterns, pains, and the emotional drivers behind them. We organised it all into a Problem-Solution Fit canvas and turned it into clear recommendations on product direction and go-to-market focus.

What came of it

The strongest unmet need sat with EHS service providers, who feel the administrative burden most and are most open to change, not the large companies the team had assumed would be the easiest entry.
No dominant competitor offered a simple, end-to-end documentation tool in the market.
Adoption turned on trust and credibility, and on framing the tool as financial protection: avoiding fines and reducing downtime.
Dokupinty left with a focused go-to-market strategy, feature requirements, and communication guidelines, and the confidence to move toward MVP refinement, demos, and early intent.

In their words

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Their research was so detailed and rich that we're confident to launch aligned with real market needs.