Solutions
Representative Client Engagements
- A Seattle philanthropist and cancer survivor wanted to establish a not-for-profit social enterprise that could generate funds for women’s cancer research. I helped her identify and qualify potential business concepts for Athena Partners, and test assumptions for a pro-forma P&L to ensure that she had a sustainable proposition. After the business launched, I provided periodic guidance on marketing and trade strategy.
- General Mills had committed to expand into an unfamiliar category. While they had a very talented marketing bench, they recognized the need for an external point of view to ensure that they, in their words, "took off their Cereal Hats." I helped them understand key success factors for the category, the cultural shift required, and how they could leverage their unique capabilities to compete successfully. We worked together as a team for several months to ensure that these insights were translated into practical action plans, and made mid-course corrections during the execution phase.
- Leigh Stowell & Company, a media research firm with a long history serving television stations, wanted to expand beyond its traditional customer base. I served as an informal Chief Marketing Officer, helping them perform a competitive analysis, identify new growth options, and develop a positioning statement. Once the strategy was set, I hired and supervised creative professionals to develop a visual identity and supporting marketing materials.
- Sylvan Learning Center, the leading provider of K-12 tutoring services, wanted to understand how to improve its value proposition for current and potential customers. I worked with a talented research team to help Sylvan identify value drivers at each stage of the customer conversion process, and recommend concrete approaches to capitalize on the opportunities.
- Celebrity Cruises, the industry's highest rated premium cruise brand, wanted to understand how to better serve its European guests. I worked with the Managing Director of EMEA Royal Caribbean and Celebrity Cruises to design and conduct ship-board research that uncovered fundamental unmet needs that could be easily satisfied to improve the customer experience.
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