Controls' entrepreneur was struggling with a prototype electronic air control
system for chemical fume hoods. Customer (prospect) acceptance was
lukewarm. There was little product differentiation apparent. Prior
consultants recommended abandonment, principally because they could not figure
out the sales and distribution puzzle. Sales were zero.
start Phoenix Controls as VP of Marketing in a line manager role, part time over
a number of months.
- Primary Market Research to define the product
a decisive, defensible, competitive advantage
- Guide engineering
- Steer the enterprise
- Develop competitive analysis, pricing, and positioning
- Quantify customer needs, payback,
and buying behavior
the value of the technology to compel early orders
- Establish the segmentation, food chain, and distribution channels