Business & Financial Information
Online Content Site
- Business & Financial Information Service:
To retain and expand the
individual investor customer segment after a major restructuring and increase in rates,
recommended repackaging and re-pricing the service and launching it as a new service aimed
specifically at the market. As part of the analysis, conducted market research to
understand the needs of the market. Discovered there was a need for more news and
information about companies, but that current offerings were too expensive for most of the
market. A cost benefit analysis revealed that this market segment did not need the entire
product offering and that they were willing to use the service during off-hours to get a
reduced price. Recommended a slimmed down version of the product offered after business
hours and the price. Developed a comprehensive marketing communications plan that included
print advertising and direct mail to current, former and prospective customers.
Result: Recaptured a dwindling customer set and achieved profitability in its first
- Online Content Site: To attract funding, wrote the business plan. Analyzed the
marketplace and profiled the competition to position the company and develop a first mover
advantage. Devised both a business-to-consumer and business-to-business business model
with multiple revenue streams including banner advertising, sponsorships, 1-to-1 opt in
email opportunities, e-commerce, loyalty club and content syndication. Developed the
features and capabilities for the site. Developed the advertising sponsorship strategy
including features and pricing. Sourced thrid-party vendors
including advertising agency, public relations firm, Web site developer, law firm and
accounting firm. When the market dropped out for big marketing budget Web sites, conceived
a cost effective business-to-business strategy to drive traffic to the consumer site.
Result: Using the business plan the company was able to secure angel
financing, attract marquis names for the corporate board and high quality professional
service providers, form a significant strategic alliance with one of the largest
womens sites and attract Fortune 500 advertisers.
- Service Firm:
To counter a competitive challenge on a limited budget,
recommended maintaining and expanding the companys reputation within the industry as
the leading authority by becoming the industrys resource using their Web site.
Devised a marketing program to accomplish this goal that included developing an online
resource center and e-newsletter. The online resource center provides links to news
information and trends as well as educational sources and books about the industry. The
e-newsletter provides an inexpensive and ongoing vehicle to communicate with the market
about insights into the industry.
Result: Within 3 months site traffic quadrupled and the number of prospects
Nonprofit Success Stories