Client Problem:
The President of a metal fabrication and custom anodizing manufacturer had a bloated product catalog and significant issues with client concentration. They lacked the expertise to rethink their strategy and did not have the capacity to narrow their target market and grow sales.
What I did:
After interviews with key stakeholders and deep research into the company and market, we created a detailed assessment of the market, competitors, and their internal capabilities. We delivered our results in a report and presented the recommendations to the President and CFO. This three-month project led to several initiatives to achieve the President’s goal of retiring with the business in a better place.
Outcomes:
- Identified operational issues were causing flat sales more than marketing or sales issues - we then led sourcing a new Director of Operations to reactivate a third shift.
- Recommended revamping of the company positioning and reducing the number of advertised products and services. Resulting in the creation of a new website with a comprehensive messaging revamp.
- Developed options for offboarding the President by identifying successors and updating the corporate structure to attract top talent.
