MARKETING STRATEGIES & INDUSTRY POSITIONING

Our approach to marketing strategy relies on extensive research into the client’s business environment. We will assess the current target industry, the competitive landscape, channel strategy and conflicts, and trends in the marketplace. With this knowledge, we then work with our clients to design or redesign sales, business development, product, or services enhancements that will increase revenue growth, without loss of momentum, erosion of pipeline or creation of channel conflicts.

Our marketing strategy approach uses customer segmentation and leverage, together with prioritization, pricing, and cost structure to improve our clients’ industry position.

Monticello Capital’s services in this area include:

• Analysis of channel alternatives
• Identification and development of channel partners
• Budget analysis
• Business plan analysis, critique, and recommendation
• Identification of key market trends, drivers, and issues
• Identification of relevant initiatives and opportunities
• Market sizing and growth projections
• Profiles of competitors and key characteristics
  

Case Summary

A charismatic, driven entrepreneur had grown his company to a position of prominence in the medical devices industry. The client’s market included several tertiary and quaternary medical specialties. Still in charge of his firm and its majority shareholder, the CEO had invented and patented new products, built a new manufacturing facility, created a vertically-integrated distribution methodology, and enjoyed a reputation for delivering premium products among opinion-leading medical doctors. The debt and equity capital base was solid; free cash flow was more than adequate. Ongoing research and development had reached the 510(k) approval stage for several breakthrough products. Yet the company’s sales had plateaued. Multiple unsuccessful strategies had already been tried. Each seemed to be worse than the last, and sales teams were frustrated. Monticello Capital entered as a capital and strategic advisor, creating a vastly revamped marketing plan and a capital restructuring that provided much greater cash flow for operations and internal investment. Several unproductive salespersons departed the company, and new economic incentives resulted in enormous gains. Brand equity-enhancement advertising was abandoned for a very precisely targeted series of campaigns, concurrent with new product launches, all guided by the investment bank’s market research. The company’s sales almost doubled in the first year, while net-net-net margins did double - all while the medical technology manufacturing sector in general was experiencing a decline in growth.