Venture Capital Firm
Performed due diligence for two proposed ventures. This included extensive background interviews on the business principals and evaluation of the business opportunities. Prepared the document for the Board review and funding decision.
Worked with the company to develop a strategic marketing plan, including SWOT, evaluation of current marketing activities, and developing objectives and strategies. Developed and conducted customer focus group research to identify customer satisfaction and customer issues. Trained their internal staff to conduct on-going customer panels and advisory groups. Was retained to provide guidance on the implementation of customer relations and public relations strategies.
Acted as marketing executive advising and implementing the firm’s communications plan, developing and implementing public relations strategies, and developing the target market strategy.
Worked with CEO and key staff to collaboratively develop the company’s strategic marketing plan, incorporating input from management, sales and customers. Conducted customer satisfaction, competitive and market research to fill in the information gap needed to develop the marketing plan. Was a resource for continuing work for implementation of the plan.
Worked with top management to develop the strategic marketing plan to focus the company’s resources on high return activities. Conducted extensive customer satisfaction, competitive and market research to develop differentiation, position and marketing strategies for growth. Provided additional support in implementing the plan.
Conducted a marketing audit of the surgical product line. Evaluated internal resources, strategic direction, interviewed key U.S. physicians in the surgical specialty and interviewed distributors. Also evaluated the distributor system, marketing strategies, marketing communications strategies, product development, engineering and made recommendations for improvements.
Fortune 50 Multinational Manufacturer
Identified and evaluated a new market for the company’s product. Designed research methodology and conducted the research study. Developed recommendations and priorities for the test market. Guided the list selection and databases for a direct mail program. Was retained to provide on-going advice to the task force on new markets and new businesses for the product.
Conducted focus groups across the U. S. to provide input into the design of the first and only continuing education program for the specialty. Identified and assessed competition. Developed a marketing plan including all attributes of the product, the target market, objectives and strategies. Also developed the product introduction and launch plan. Developed the marketing communications plan. Responsible for product name generation, and the selection and management of the advertising agency.
Designed and conducted focus groups to generate medical indications for product use, product enhancements and input for new product development.
Study 1: Designed a survey and conducted customer satisfaction interviews. Conducted observation research of facility usage.
Study 2: Designed and conducted customer research to assess facility design and layout and its impact on customer satisfaction.
Study 3: Analyzed research conducted by the client and compiled it into tabulations and summary of findings.