methods, and tools
performed Primary Market Research to identify fundamental customer needs,
executed Competitive Intelligence (CI) to discern customer alternates, and
related that to our engineering capabilities. Armed with an understanding
of how chemical fume hoods were really used, I proposed simple product changes
that resulted in decisive market viability, and patents(*) for a defensible
position. Product differentiation became dramatically apparent.
United States Patent 4,528,898, Fume hood controller
States Patent 4,706,553, Fume hood controller
steer the enterprise and jump start the company:
payback analysis, pricing, and literature.
a direct mail promotional campaign for market awareness.
channels of distribution through manufacturer's representatives.
their first group of prospects through the sales funnel; some of whom became
early, major customers.