Gasafe BBQ Grillers
Gasafe Concorde Engineering, established since 1983, grew from a core business in LPG installation and supply to become a leading importer of gas appliances. They are the Singapore sole agent for innovative products like Mosquito Magnet Machines.
Expanding their expertise, they now proudly feature an extensive range of Outback BBQ Gas and Charcoal Grillers. Their strong partnership has led to Gasafe being appointed as Outback's Representative Office for the Asia Market, offering a diverse selection of high-quality grilling equipment for the region.
Target Market Analysis (Personas)
The Family Host
Profile:
Mark (45), an accountant and father of two teenagers, lives in a HDB (Housing & Development Board) flat with a balcony or terrace space. He enjoys hosting close friends and family on weekends. He’s comfortable with online shopping but isn't a technical expert. He values reliability and practicality over high-end performance.
The Goal:
Pain Points:
Mark (45), an accountant and father of two teenagers, lives in a HDB (Housing & Development Board) flat with a balcony or terrace space. He enjoys hosting close friends and family on weekends. He’s comfortable with online shopping but isn't a technical expert. He values reliability and practicality over high-end performance.
The Goal:
To find a durable, safe, and easy-to-use gas grill that can reliably handle meals for 4–8 people.
To ensure the grill fits comfortably in his limited outdoor space and is compliant with local safety standards.
To understand the total cost of ownership, including gas refills and basic spare parts.
Pain Points:
Overwhelming Choices: Finds the sheer variety of models and technical jargon (BTUs, ignition types) confusing and intimidating.
Assembly Anxiety: Worried about the complexity of self-assembly and the risk of improper installation or gas leaks.
Maintenance & Support: Needs assurance of reliable local after-sales service and readily available, non-proprietary spare parts.
Website Features For Persona
Intuitive Filtering: Must-have filters for "Grill Footprint (Size)" and "Family Size/Capacity" (e.g., Small, Medium, Large).
Simple Comparison Tool: A feature to compare 2-3 models based only on Price, Warranty Length, Total Cooking Area, and Key Features (e.g., Side Burner).
Assembly & Care Videos: High-quality, clear video tutorials showing the unboxing, assembly, and basic cleaning steps.
Service & Warranty Hub: A prominent, easily accessible page with clear, simple language explaining the local warranty, service request process, and a directory of authorised technicians.
The Grilling Enthusiast
Profile:
Sarah (32), a creative director, is an avid cook who sees grilling as a hobby. She researches extensively before buying and aims to achieve professional results at home. She is active in online food communities and requires a grill with precise control and versatile cooking zones.
Sarah (32), a creative director, is an avid cook who sees grilling as a hobby. She researches extensively before buying and aims to achieve professional results at home. She is active in online food communities and requires a grill with precise control and versatile cooking zones.
The Goal:
Pain Points:
To upgrade to a premium, high-performance grill capable of achieving various techniques (e.g., searing, smoking, rotisserie).
To find detailed specifications to confirm the grill meets her specific performance and durability standards.
To easily purchase compatible, specialized accessories that unlock new cooking potential.
Pain Points:
Lack of Technical Detail: Frustrated when key specs (e.g., grate material, BTU/burner, heat zone separation) are missing or vague.
Accessory Guesswork: Wastes time and money ordering incompatible accessories or having to search across multiple sites for specialized tools.
Temperature Control: Needs to know the grill can maintain both very high heat (for searing) and low, consistent heat (for smoking).
Website Features For Persona
Detailed Technical Specs: A mandatory, expandable tab on every product page that lists BTU output per burner, grate material and thickness, precise dimensions, and heat retention data.
Integrated Accessory Shop: A prominent "Shop Compatible Accessories" section directly on the grill's product page for rotisserie kits, smoker boxes, heavy-duty covers, and specialised tools.
Feature Spotlights: High-resolution images and clear explanations demonstrating advanced features like Infrared Burners, Sear Zones, and Grease Management Systems.
User Reviews & Ratings: Encouragement of detailed reviews to see performance feedback from other enthusiasts.
The Commercial Buyer
Profile: Mr. Lee (55), a Procurement Manager for a regional hotel chain or a growing F&B (Food & Beverage) group. His primary concerns are compliance, large-scale supply chain logistics, and long-term durability. Purchases are often in bulk and tied to project timelines.
The Goal:
To source durable, heavy-duty commercial equipment that meets all local safety and regulatory standards for industrial kitchens.
To secure a reliable supplier (Gasafe) that can handle bulk orders, timely delivery, and professional installation/piping services.
To obtain transparent bulk pricing and service contract details quickly.
Pain Points:
Regulatory Risk: Must ensure the equipment is compliant with all Singapore/Local Gas Safety (Gasafe) requirements to pass inspections.
Logistical Delays: Cannot afford late or incomplete deliveries, as installation must align perfectly with construction schedules.
Lack of Dedicated Support: Needs a fast track to a commercial sales representative rather than navigating consumer-focused general inquiries.
Website Features For Persona
Dedicated Commercial/B2B Portal: A clearly labelled main navigation link leading to commercial-grade products, focusing on durability and capacity.
Compliance & Certification Section: A page that explicitly confirms adherence to local gas safety standards and provides downloadable documentation or certification images.
Request for Quote (RFQ) Form: A simple, high-priority form for Bulk Orders requiring fields for Company Name, Quantity, Required Delivery Date, and Project Timeline.
Service & Installation Details: Clear information outlining Gasafe's capability in commercial gas piping installation (leveraging their 1983 roots) and service contracts for large-scale operations.
MOOD BOARD
