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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.

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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.

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