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Case A: Positioning Company for Funding
A small e-mail marketing firm with a CEO and seven employees running the business.
The company was in operation for a year or two and had several high profile clients. They were looking for funding and need someone to write the marketing portion of the business plan. E-mail marketing was getting to be a competitive industry and this organization needed to stand out from the pack in order to secure financing.
This was a pure consulting project. After meeting and getting a sense of the company and its services I did the following:
I then met with the team and presented the findings. Their conclusion was to differentiate the company by focusing on business-to-business clients to differentiate from the majority of the competition that was focused on business-to-consumer. Several vertical markets were identified on which to focus marketing initiatives. The business development tact we took utilized partnerships, alliances and association relationships to supplement the traditional marketing paths.
Marketing initiatives were tiered in categories of pre-funding. with minimal financial investment, and post-funding, with a more substantial marketing budget.
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