Situation
A Sporting Goods Manufacturer was struggling with product development and sales growth. They were spending too much time and money creating products that weren’t a good fit for their brand. Their entire marketing budget was dedicated to attending boat shows around the US. When the pandemic hit they no longer had a plan for how to market their products.
My Impact
I identified and implemented a product development process that streamlined how quickly they could bring a product to market and eliminated wasted time on product development projects that were not a good fit for their brand. I also created and implemented a social media strategy that redirected their marketing efforts away from the canceled boat shows to engaging directly with their target customers. This social media strategy provided material that their distributors could use to directly increase their sales, thus increasing the manufacturer's sales.
Results
The company grew its sales by 3 million dollars in the first half of 2020. They saved $300,000 in marketing expenses.
Situation
Durable Medical Device Company struggled to bring new products to market on time and complete.
My Impact
Created a new product launch program that identified new market opportunities and streamlined company processes. Established a process of category reviews once a month. In each category review, the category is reviewed for performance and trends, the competition is evaluated for product selection and pricing. The assortment is then evaluated for its content and pricing. Created a new product development 3-year plan and prioritized the projects for all categories.
Results
Launched $200k of new products in the first year and continued to have a 10% incremental growth in new products for the next two years.
Situation
A Sporting Goods Manufacturer was struggling to find growth in the mature life jacket industry.
My Impact
Created a new lifejacket for children 30 - 50 lbs, obtained US Coast Guard approval for the device, and branded it the Puddle Jumper. I then created a grassroots campaign to obtain feedback from our target market, mothers of children between 30 - 50 lbs. I utilized this feedback to refine the product. I also then created a video demonstrating children using this product. Took this video and the product to Walmart.
Results
Walmart became so excited about the product that they put it in all stores in the first year resulting in $2,000,000 of revenue in the first year. The Puddle Jumper is now one of the most popular life jackets for children in the US and can be seen in many stores across the country.