Research - Marketing – Sales
ReseaRching, Developing and Selling
in The US MARKET
MarketLaunch.US is a unique division of Sales Resource Group comprised of seasoned international marketing and sales professionals with experience in all phases of new product and market development.
1. New product screening; technological, legal and manufacturing
2. Market research
3. Sales & Marketing planning
4. Sales and distribution execution and management
A Market Development Program To Fit All Product or Services Needs
Although most every new product and market effort vary significantly, all successful products pass through the same steps; from initial concept to successful and profitable market introduction.
MarketLaunch.US has developed a template, or package of services that, with minor modifications, has proven to cost-effectively accommodate just about every new product or service.
Market Development Program has Four Phases:
- Concept and Product Screening Phase 2-3 Weeks
- Market and Product Research Phase 2-6 Weeks
- Sales & Marketing Planning Phase 2-3 Weeks
- Marketing and Sales Execution/Management Ongoing
We recognize that you need accurate market data to help you make the decision to launch in the US. As it should be, not every product will survive the first two phases of screening and market research.
After phase one is completed, Marketlaunch.US will provide a detailed report describing the findings. A go or no-go decision has to be made at this point. If no compelling market opportunity exists, Marketlaunch.US will recommend not proceeding to Phase 2 in order to limit your investment.
Key to ongoing Market Success – Areas of Focus:
- Analysis and Market Prioritization - Knowledge of the market.
- Distribution, sales and marketing strategy.
- Translate the concept into reality by formulating a step-by-step action plan.
- Systematic implementation, progress measurement and immediate response to market changes.
About Each Phase
Concept and Product Screening Phase 2-3 Weeks
MarketLaunch.US will always begin by reviewing screening material and ensuring that the basic checkpoints for successful US products have been considered and answered satisfactorily. Any unresolved questions will be researched through telephone or personal interviews with experts, trade members, and even potential competitors.
New Product Screening Criteria
Product Newness Novelty and communicable differentiating features
Technical Feasibility Compatibility with current technology and extent of development required
Market Demand Initial review of purchasing interest
Market Size and Share Review of market size, expected growth and
eventual market share
Competitive Position Direct and indirect competition likely to be
encountered by the proposed product
Profit Contribution An initial review of expected profitability.
Investment Requirement Especially marketing and distribution investment
required in establishing new profitable products with
repeat and sustainable sales and market presence.
Organizational Support The extent of infrastructure needed to support
ongoing sales and customer service.
Strategic Fit Compatibility of this product with other company
products in the marketplace and/or distribution
Ecolological Compatibility Compatibility of proposed product package and
production process with the environment and
Consumer Welfare Impact of the proposed product on consumer
health, safety and well being.
Legal Review Impact of any potential legal requirements,
registrations, licensing, distribution practices, etc.,
that potentially could hinder achieving the
Market and Product Research Phase 2-6 Weeks
In this phase MarketLaunch.US will set out to answer any questions that remain before development of the marketing planning strategy.Occasionally there might be a perceived need to conduct more extensive and comprehensive research; MarketLaunch.US has relationships with a variety of research companies who can perform targeted consumer or trade market research efficiently and quickly.
Consumer research could include:
· Shopping mall intercept studies
· Focus groups
· Advertising testing
· Direct response and or Internet concept and testing
Trade Research could include:
· Trade telephone interviews
· Mailed questionnaires
· Trade show and trade event intercept interviews
· Use of trade experts; publications, associations, trade databases, etc.
Sales & Marketing Planning Phase 2-3 Weeks
Once screening and other marketing issues have been resolved MarketLaunch.US will write a comprehensive marketing and sales program for each market.
Following is outline for a marketing plan.
Sales & Marketing Plan
Past and recent
Market and industry
Number & size of companies
Methods of sales
Industry trends and potential
Problems: competition, other
II. Objectives Year 1 Year 2 Year 3 Year 4 Year 5
Sales _____ _____ _____ _____ _____
Profits _____ _____ _____ _____ _____
Market share _____ _____ _____ _____ _____
Distribution _____ _____ _____ _____ _____
Image _____ _____ _____ _____ _____
Overall strategy summary
Regional vs. national firms
Speed of marketing development
New product opportunities
Value proposition development
Salesforce development and compensation
Brokers and Reps
Distribution channels; types of stores, distributors, etc.
Sales and support materials
Creative - theme and position
Media - consumer trade broadcast print direct response Internet
Targeted publics, centers of influence
Media - trade publications, consumer publications, events.
Trade Show Strategies
Research Strategy - ongoing research systems, primary and secondary research
Market testing strategy -Timing, measurement of results, replication
Budgets, timelines, P&L Projections
Marketing and Sales Execution/Management Phase Ongoing
Step 1: Recommended Sales Implementation Plan
MarketLaunch.US will provide a Sales Plan and prioritized sales strategies for management approval. The company will also develop a go-to-market recommendation to implement the agreed upon sales strategy.
Step 2: Sales Process Outsourcing – Implementation of the Plan
The approved sales acceleration plan will serve as the primary execution document.
MarketLaunch.US will provide all salespeople, project management, leadership and sales management activities necessary to implement and maximize the market potential.
Ongoing Sales Execution and Management
MarketLaunch.US will draw revenue from a predetermined account and may draw funds from this account only in accordance with the terms agreed upon by both parties. At the end of each quarter, reconciliation will occur.
Mangement Breadth of Experience
We are people who get revenue for our clients.
Based on our client's needs and industry, MarketLaunch.US has a number of executives on which to draw.
Most all are 20-year or more veterans with senior management experience in marketing and sales management as well as funding and general management experience in a wide range of industries and disciplines.
Some of our industry experience includes:
Lawn and Garden
DIY and Home Centers
Healthcare and Medical
Health and Beauty ids
Benefits and Services
Travel and Leisure
Banking and Mortgage
Association and Affinity
Boating and Recreation
A complete listing of industries, bios and information on our all of our affiliates is available.
· Telephone interviews and questionnaires
· Mailed questionnaires
Research will be conducted by employees of MarketLaunch.US or one of several research firms with which we have relationship, which is included in the budget.
This can include questions of consumer or trade interests, pricing concerns, packaging concerns, delivery and distribution channel issues and anything else that has to do with overall consumer or customer acceptance and purchase of your product or service.
To minimize your financial risk, the MarketLaunch.US
A Complete Program