Product
Introduction |»
Check out the Case Study!
Launching a product and successfully selling into the marketplace
can seem daunting to a prospective entrepreneur. Here is an
actual case history of a recent product we marketed to use
as a general template. Remember all products are different
and there are numerous ways to achieve goals.
The Product: A board game
Introduction:
The inventor approached Duquesa Marketing seeking direction,
options, a strategy. He had created the game because he loved
basketball and could not find anything similar in the market
place. He started to hand craft games in his workshop and
sell locally. In essence, he conducted his own test market.
The game has wonderful play features, is based on a popular
sport and kids loved it. So did we!
The Problem:
How to commercialize an unusual board game? The inventor was
making games one at a time out of wood. The toy/game business
is under immense pricing and competitive pressure.
The Solution:
After reviewing the game, the industry and the inventor’s
desires Duquesa Marketing determined that the commercial opportunity
would best be developed through a license. Before approaching
potential licensing partners, we customized a strategy, plan
and identified every element necessary to achieve success.
We designed unit carton art, re-designed the board and play
parts, adding magnets for travel play, patented and copyrighted
the game and play rules. The re-designed game was then assembled
in prototype form and with art, sent offshore for pricing
and manufacturing detail. All patent and trademark work was
undertaken. With costs, source of production and lead times,
freight forwarding data in hand we had the tools to present
the opportunity to license the game.
Result:
Duquesa Marketing created a strategy to approach all potential
license partners with every question and issue pre-addressed.
We knew the cost of goods and created the sales model based
on market place reality. We identified the usual, known toy
industry targets-and-a number of alternative potentially interested
parallel opportunities. A Press Folio and customized License
documents were presented to pre-qualified interested companies.
The documents clearly presented the products features, Unique
Selling Proposition, size of market, competition, margins,
marketing strategies, line extensions and branding possibilities.
The Harvest:
Duquesa Marketing conducted all negotiations, as the client
had no previous experience in such matters. Interestingly,
the game was licensed to a company in a parallel industry
-not toy- whose executives loved basketball and fell in love
with the games play features. The inventor was paid a significant
rights fee for signing over all rights to the game, patents
and trademarks. The inventor will receive a royalty on sales
for the next 15 years and a small percentage of the cost of
production for each game manufactured. In addition, expenses
and personal appearance fees will be paid to promote the game.
This license generates four sources of income for the inventor.
Let Duquesa Marketing Review Your Product
Opportunity!
Case Study
Duquesa Marketing saves clients money, time and eliminates
mistakes. Here is an example of a project DMI resurrected,
restructured and successfully funded.
The Product/Service: E-Commerce Site Targeting
Retirement Services
Introduction: The creators of
Senior Genie, an e-commerce site targeting Baby Boomers and
retirement issues, had failed in their attempt to commercialize
their vision. They had self-funded a web-site, but had not
constructed a strategy in order to fully commercialize and
generate income from their content.
The Problem: Senior Genie was
a boring, lifeless site with no imminent hook to generate
traffic, advertising or interest. The marketing of the site
was non-existent. Just having a web-site does not equate to
a successful enterprise. The content was general, too broad
based, not focused. Advertisers were unenthusiastic, even
though the Baby Boom generation is staring at retirement in
record numbers. Visits to the site were minimal.
The Solution: Duquesa Marketing
visited Senior Genie management in Las Vegas, NV. Duquesa
Marketing was hired to immediately develop a fresh approach
in an effort to resurrect the e-commerce opportunity. After
review, analysis and research, Duquesa Marketing created a
tightly focused strategy built around a proprietary club feature:
The Royal Retirement Registry™. Public relations, targeted
print media ad placement, site optimization, redesigned graphics,
banners, links and content were utilized. The Unique Selling
Proposition was identified as an educational site for pre/post
retirees interested in relocation, second homes, snow birding
in the most desirable retirement locales in the United States,
Mexico, the Caribbean and Europe.
Result: Duquesa Marketing crafted
a customized Business Plan and the document was crucial in
Senior Genie receiving the necessary equity investment. Senior
Genie is implementing the focus of the strategy. The highly
complex, interactive site is being constructed using advanced
Java script, with Duquesa Marketing producing graphics, software
and site construction. Trademarks and copyrights have been
obtained. Sales collateral is complete. Senior Genie’s
Royal Retirement Registry will offer a tableau of important
relocation and travel data, while providing advertisers a
highly desirable demographic audience for sales, coupons,
discounts and service introductions.
The Harvest: The principals of
Senior Genie have been fully funded, have a focused and desirable
market niche to nurture and a strong Business Plan to utilize
as a road map to success. For the first time in several years
they are earning income and anticipate many years of exciting
opportunity as the Royal Retirement Registry™ is expanded.
Let Duquesa Marketing Review Your Product Opportunity!
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