Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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"Market Research Drives Revenue"
 

Market Research Drives Revenue
Investors would like to see revenue.  Here is how to get some!

By Richard A. Langevin and Ralph E. Grabowski

 
Contents

Abstract
PDF Mr. Grabowski's slides with speaker's notes - 1.2 MB
PDF Mr. Langevin's' slides - 0.3 MB
PDF handout (*) - 2 pages, 0.3 MB

They said it!
About the speakers
Dig deeper
Honoring 20 years of the 128 Venture Capital Group

(*) You may find it helpful to have a printed copy of the data on page 2 in front of you when reviewing the slides

 

Abstract

Investors would like to see revenue. Market research drives sales and revenue

  • to prepare for angel money
  • because you may not be able to count on capital from VCs.

For example, Richard Langevin resurrected a floundering startup, investing heavily in market research to understand the company's markets and target customers to steer selling; leading to a rapid and dramatic increase in sales and revenue.  He achieved these results with the same products, the same employees, the same market conditions, and the same competitors.

How did he do it?  Mr. Langevin:

  • reduced the engineering dollars,
  • reduced the promoting and selling dollars,
  • but increased the Market Research

Mr. Grabowski relates another, similar case study; then uses Richard's success and other data to create a new method, the Marketing/Engineering Investment Ratio™ (M/E Ratio™), to guide both startups and established companies.  The surprising, counterintuitive evidence shows that successful technology-based enterprises invest more in market research than in engineering

 

next, 1 They said it!  They said it!

 

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Abstract
PDF Mr. Grabowski's slides with speaker's notes - 1.2 MB
PDF Mr. Langevin's' slides - 0.3 MB
PDF handout (*) - 2 pages, 0.3 MB

They said it!
About the speakers
Dig deeper
Honoring 20 years of the 128 Venture Capital Group

(*) You may find it helpful to have a printed copy of the data on page 2 in front of you when reviewing the slides

 
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