Case
Studies in Brief
Following are some examples of our consulting work, the types of projects we've
been involved in recently, and the outcomes of our recommendations.
Client: Educational Book Publisher
Issue: This publisher wanted to create a web
site for e-commerce to K-12 schools.
Approach: "The Quick Fix."
During a one-day consulting session with the management team, we reviewed
the product mix and developed market leadership strategies within their niches.
Several marketing "hooks" were recommended for incorporation into
the web site to capture visitor demographics. Several web site "stickiness" features
were outlined to encourage longer and repeat visits. A web site host and developer
were recommended, matched to the client's budget and market needs.
Outcome: The site will be live shortly. The
company has already been back in touch for a follow-up meeting, a critique
of their first site and
the development of "where do we go from here" strategy.
Client: .com
Start-Up
Issue: New education startup focusing
on the professional development market niche within the K-12
arena, seeking venture
funding.
Approach: Comprehensive Business
Plan.
Developed a comprehensive marketing section of the business plan prepared specifically
to address venture funding requirements. An existing plan was critiqued to
align it with the realities of the K-12 market. The plan was supplemented with
a competitive analysis, suggested pricing strategies and an extensive overview
of the intricacies of the K-12 educational marketing, including technology,
spending, decision-makers and marketing channels. The completed business plan
also included an organizational strategy for the marketing and sales departments.
Outcome: Funding is in process.
Client: Book Distributor
Issue: Recently acquired company
grappling with new management, eroding revenues and morale at a
record five-year low.
Approach: Staff Training,
Comprehensive Turn-Around Plan
A complete organizational audit uncovered significant opportunities
in product development, marketing, order processing and customer
relationship management.
During a six-month contract period, our firm assumed the role of Vice President
of Marketing and Sales. Action steps included hiring and training a new marketing
team, repositioning and revamping all direct marketing materials and developing
an entirely new marketing and sales strategy. Problem-solving teams were created
to change decision-making processes and achieve greater speed-to-market and
accountability.
Outcome: The company began
a significant turn-around, supported by dramatically improved morale
and is posting substantial
annual sales and
profit gains.
Client: Reference Publisher
Issue: How to generate revenues
from a large backlist of titles.
Approach: Product and Marketing Materials
Analysis
Low selling products were analyzed for their content and applicability to
the market needs. Results determined that these products were "nice to have" but
not essential to library collections. Their price point was high and because
they were low sellers, information about these products was relegated to the
back pages of a large annual catalog. Our solution was to create a new "sale" catalog
to be mailed prior to the start of the new funding season and to include only
those titles that had not sold any units for more than 5 years.
Outcome: This catalog generated more
than $1 million in new revenue for the company and is now a staple in their
marketing mix.
Client: Venture Capitalist
Issue: Evaluate a potential
investment in an educational software publisher
Approach: Strategic Product Development,
Competitive Analysis
A small Internet-based educational publisher needed a capital infusion
in order to grow its business. The venture capital firm was unfamiliar
with
the education
market and needed an expert to evaluate the company. We reviewed the product,
the competition, the business plan and conducted interviews with the key
management and recommended that they invest in the company.
Outcome: The company received its
first round of funding.
|
