Portfolio: Samples of Prior Work

Samples of Prior Work

Built into the practice of Revenue Strategy is the ability to execute efficiently, quickly and with all the parts coordinated around a coherent business-building vision.

Client confidentiality limits how much we can show of our market analysis, research and strategy work, but a few samples of prior work should demonstrate our approach in the following general areas:

Business Planning

(Examples of process and content; actual clients, made anonymous)

Volume forecasts based on identified business history and market model projections, new product introductions and customer-segment-specific marketing strategy changes
Capital valuation estimates, including both buyout pricing and valuation of restructured post-acquisition businesses, to quantify and decide on a proposed course of targeted acquisitions including (among other metrics, operating cash flow projections and rates of return, including alternative scenarios and segment performance
Overall business forecast, based on including incremental impacts of altered marketing plans, with product-specific metrics for future operations, broken out by volume-contributing components
Assessment of business concentration across several thousand distribution points, leading to strategic focusing of marketing efforts
Operating cash flow proforma outcomes of volume forecasts and production economics, including operating income, receivables financing and balance sheets, capacity utilizations, summary performance, balance sheets, and preferred investor exposure level

Note: One of the useful outcomes of this plan was the ability to examine different market expansion schedules, and quickly (automatically) see the impact on capital requirements. Both too-slow and too-fast expansions increased capital requirements, while "somewhere in between" was the "sweet spot" that showed the best capital returns. While this precision never applies in the real world, this analysis not only clarified (in advance) the capital and balance sheet impacts of different marketing schedules, but also identified the specific monthly metrics that could then be used in real world operations to identify, with sufficient lead time, when the time is right for sequential market expansions based on actual operating experience.

Advertising

In addition to prior experience in first tier agencies, involving large budgets and heavy TV advertising development and production, some of the ultra-high-efficiency efforts have included:

Industrial chemicals: Ferrous Corporation small space campaign

High end consumer electronics: Racal Decca yachting radars consumer ads, retailer ad; satnav retailer ad

Commercial electronics: Racal Decca ARPA, River Radar

Consumer food print: Wakefield

Foodservice channel trade ads: Trident Corporate, Pollock, King Crab

Consumer TV: Cereal Toppers, Yoshida's, PMS Clinics, Cuizina Italia, Wakefield pre-testing animatic, Wakefield final commercial, Skipper's, Wright Port Commission campaign, KVI radio format repositioning, Can-Do BBQ (requires Windows Media Player)