Services Performed

Develop Business Case- Before making any large investment productizing a new concept, management must understand the realistic business potential and risks. I will write a business case for your new product concept providing the information required to make a go/no-go decision.

  • Market Sizing
  • SWOT Analysis
  • Competitive Alternatives
  • Pricing Recommendation
  • Gross Margin Analysis*

*Note- Some HR and internal transfer variable costs will be assumed should you not wish to disclose this data.

Develop Marketing Strategy- Crucial to any successful product is its target audience - how to reach them, what to say, what they expect from a product such as yours and how to get them to view your product as the absolute best solution for their needs. I will produce a marketing strategy recommendation that aligns your product with the most profitable target audience driving on the best road to success.

  • Define Product Goals and Objectives
  • Identify Target Vertical Markets
  • Product Positioning and Differentiation
  • Competitive Advantage
  • Distribution Strategy with Recommended Channel Partners
  • Communications Strategy

Go To Market Tactical Plan- Moving from strategy to execution requires detailed planning and ongoing adjustment. I will develop a detailed tactical Marketing Plan meeting your budget requirements using the most effective means. Although each situation is different here's a sampling of tactical activities I perform.

  • Public Relations- press/analyst pre-launch roadshow, customer participation, press release.
  • Online Advertising- search engine, eMail, sponsorships, rich media, streaming, etc.
  • Print Advertising- Trade magazines, periodicals, newspapers, direct mail, etc.
  • Personal Lead Generation- conferences, local events and industry associations, etc.
  • Sales Tools and Collateral- brochures, white papers, data sheets, etc.
  • Other...

Internet Marketing Programs- Integrate Internet marketing programs into the overall marketing mix. Execute effective customer acquisition and retention programs using various online marketing programs and techniques like eMail, Search Engine Optimization, Rich Media, Streaming Media and other Internet marketing methods. Individual programs will be created to fit your specific needs.

  • Current Target Audience and Marketing Mix Review.
  • Online Advertising Vehicle Recommendation.
  • Online Advertising Budget
  • Online Marketing and Measurement Technology Review and Recommendation.

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"Robb’s ability to view business from the customer point of view and drive home the importance of marketing with respect to positioning and strategy gave us a whole new appreciation of marketing and what it means to truly be customer, or more appropriately as Robb says, audience focused.” Christopher Peters – Chairman and CEO, Netergy Microelectronics.