Growth Concepts serves a broad audience of businesses. We have assisted small, mid-size, large, non profits, even educational institutions. How did we do it? Obviously there is no conclusive answer for any unique situation. So, we have a proven system to consistently bring results. Our most successful clients aggressively implement our best practice methods along with expert guidance instead of using trial and error.
Below are several Client Successes there are others:
The first case study is a hardware/software business with two dynamic Owners.
Closing the Gap and Making a Value Move
This business was much like yours. 65 hard-working employees broken down into engineering, sales, customer service, installation and programing groups with no human resource manager. The company had an entire line of hardware/software products. Recently, the corporation had been purchased in the form of a buy-out for $14,000,000 and then circumstances led to an employee buy-back. Now upper-management had to make every dime count and build real value for an attractive IPO or private purchase.
The Challenge
This company already had the people, operations, product line, inventory and cash flow but they were fragmented internally about direction of a new product launch. They were very close to each other and with strong opinions about which way to go. Like any company “no direction” had upper-management concerned.
Unspoken Contention found by Third Party Survey
Confidence in the sales and marketing team was slipping. The sales team lead by the V. P. of Marketing did not have the basics-a company vision statement was missing along with a weak value proposition for the new product was contributing to the “the gap”. On the other hand engineering was developing by the seat of their pants with no customer surveys or sales input. A bad mix. This brought an underlying air of contention between engineering and marketing but, mentioned in a survey that only a third party could give.
Marketing Plan to Value Plan
Starting with the basics of maximizing value Growth Concepts began talking with the consumers and employees. These type of surveys are not new but it was with a third party-getting closer to the truth. And reporting of the findings was to both engineers and marketing teams. This helped bringing the two teams together moving closer to an ideal business model. While blending new power words with white paper material began the crucial writing process.
Soon sales and engineering members began working together. Employees even came up with a new credo which helped establish purpose and meaning for everyone. Meetings about pricing, installation service, media mix etc… were attended by members of both teams. Both teams became involved with new product naming, web content, press releases, trade show collateral, direct mailers, customer service and even the sales pitch-this lead to corporate re-branding. All became involved in the new product launch knowing bringing value to the company.
Results
A new overall value approach added to making an environment where every team could openly discuss and be involved with innovative communication concepts and value moves. Further making it possible for the launch of a new product with an earnings move in mind to reach $250,000 in sales revenue in three months. Then reaching sales of over $1,000,000 with the launch in a year while bringing back confidence and business value to around $11,000,000.
Testimonial from Company President
Dear David:
I just wanted to send you a note to let you know that the Oricon XXI product that you helped us position in the market is doing very well. We are starting to get orders and have found your guidance right on…
Thank you again for your help. Rest assured that we will call on your knowledge and experience…
Best Regards
Company President
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The second case study is a small printing shop that is Owner operated.
Moving from a Marketing Plan to a Value Plan
Overview
Kevin wanted to expand his printing business. He knew the industry well and had a growing concern. He already hired a few salespeople and felt he had provided the opportunity and training but they always left. He didn’t want a business consultant because he knew more about his business than others. Yet, he felt there was something missing to reach the next plateau but he was not sure exactly what it was.
Initial Consultation
Kevin knew there were many possibilities in building a business and had this on his mind. That is when he was introduced to Growth Concepts. They explained that “what was missing” was not just increasing sales but maximizing business value. After a situational analysis and recommendations they proceeded forward for an in-depth analysis.
Earnings Move
Further questions and software analysis focused attention on two specific areas that would make an immediate difference in short-term sales goals and long-term business value using an earnings move. This was not just cost cutting. The Advising team was creating a value move that impacted the P & L statement above and below the margin while having an exponential effect on EBITADA. This made sense to Kevin but he wondered if new activities could it be implemented?
In-Depth Discovery
Growth Concepts came from a holistic approach reviewing all areas of the business. After specifically mapping messaging and researching potential customer’s needs they began creating new short-term messaging while using Analyzer I. It took time for blending new messaging with old, upgrading collateral(image), training sales and counter help. Along with this employee interviews were held for moving closer to an ideal business model.
New Organizational and Sales Culture
Kevin felt he was ready to form a stable traditional sales culture. This would include new hires with revamped scripting and collateral. For the long-term he knew a potential buyer of the business would want a steady cash flow with a stable sales force since and if the current Owner is getting a majority of the sales-and leaves, the business will go with him. So in a week using culture matching questions he brought in a good salesperson-but he knew Kevin. However h had worked for years in the printing business. Kevin soon found out the new hire thought he knew too much and stayed in his same old rut. The new salesperson kept trying the old way and left after a few months. What a blow to the value initiative. They could happen.
Results
After hiring two new salespeople with a new hiring process, training and mind-set Kevin found focusing on an earnings move not just sales worked. Immediately closing ratio went up over 15% while the average sale increased to $302.00 from $225.00. Further, methods for lead generation and lead advancement were fine-tuned so the average closing ratio exceeded 25%. They stayed on course for a year. It wasn’t before long a four color print shop that was doing business with him bought him out.
Below is a testimonial of Analyzer I:
6/21/07
Clarke Caywood
Northwestern University
Dear David:
Working with CEO David Whipple moved our planning and research to a new level. The reports to the client were stronger and more useful because of the innovative metrics developed ( 3% rule and CenterfigurE) by Growth Concepts. There will be a new generation of marketing and marketing communications graduate students from Northwestern University that have found Growth Concepts a strong metric partner.
The value of the Growth Concepts (Analyzer I) software was to allow the project to define and “stay on strategy” with the messaging of the company. David’s training time and dedication to the full use of the software also made a great difference.
Clarke L. Caywood, Ph.D.
7-15-1010
I had the opportunity to have David as a guest speaker in a Communication class I teach at the University of Utah that focuses on Public Relations, Marketing and Advertising. David spoke about his Analyzer I software and demonstrated for the students how they can use it to research potential competitors and create ad copy. David was able to get the students thinking about the reality of competition and allowed them to see some of the software options (and consulting firms!) that can help build business value and ultimately help them break through the clutter of messages with which they must compete. As a class, we realized that regardless of the focus (i.e. advertising, marketing or PR), the Analyzer I software is an invaluable tool. We enjoyed having David in class and I hope to have him back as a guest lecturer in the future.
–
Autumn Garrison
PhD student
Department of Communication
University of Utah
Our Clients deserve a lot of the credit for their Success. These are a selected few client success stories. We welcome you to become one of them. References are available on request.
Below are more testimonials of CenterfigurE software in early development stages:
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