Success Story: Marketing
Gaining Insights
Brooklyn Hardware's owners, Michael and Carol Grant, came to Clackamas Community college SBDC in the fall of 1997 to get assistance in growing their small business. Their company was founded in 1994 to produce and market the Panelclip(tm), a fastening device used in the architectural woodworking industry. The company was solidly capitalized, its financial records were sound, the owners had a high degree of technical competence, but marketing was problematic. The owners enrolled in the Center's SBM program and began a rigorous process of gaining insights into the marketing function.
Over the next two years a market survey was conducted, a marketing communications plan was developed, new products were added to the company's catalog, product improvements were developed, and new markets were identified. The company committed seven percent of gross revenues to advertising and appeared in several national trade publications.
The results were impressive! Over the two-year period sales rose from $150,000.00 to $300,000.00, the company moved to larger facilities, and added two employees. The business is beginning to gain market share in new industries, strengthening its position in its core industry, and planning new product rollouts. The owners are achieving a solid balance as they combine technical competence, financial strength, and marketing savvy to create a successful and growing enterprise.
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