The Munroe Group, LLC

CHALLENGE:
Turn around a financially deteriorating 2-year old Jamaican wireless competitor by setting and implementing strategies for profitable growth

PROJECT SCOPE:
Interim CMO/8 month engagement

RESULTS:

Sales up 40%, losses narrowed by 35% over 8 months
Company repositioned as innovative, growing and viable
Permanent marketing team in place

PRIMARY KEYS TO SUCCESS:

Market focus
Collaboration and communication
Process definition and refinement
Ability to advance initiative on low budget

SUMMARY:

Step 1: Stop sinking and tread water
Defining simple, replicable sales and reporting processes yielded dramatic improvement from a downward spiral, and bought some time for SWOT analysis upon which to build strategies and tactics.
Step 2: Stimulate growth from existing customers
Establishing an empowered "Customer Relationship Manager" function improved existing customers' perception as well as internal morale, began to reduce customer churn, and provided unprecedented insight into customer preferences.
Step 3: Create new corporate market, parallel to existing consumer base
When the SWOT identified an untapped business user market, the company's small subscriber base permitted manual processes to create innovative calling services targeted to that market. Rapid acceptance increased usage and caught competitors off-guard, resulting in a market leadership position. The disciplined manual processes facilitated a later automation upon IT funding.
Step 4: Reposition "written off" company with a new, innovative image
An internal "tagline" contest was the foundation for a new company image-for employees, new recruits, distributors and customers. Limited funding necessitated "viral" marketing approaches; newly proud employees and increasingly satisfied customers fed the rampant Jamaican grapevine.
Step 5: Scale for success
Though a 6-month funding delay limited initial efforts to internal process definition/improvement and success based sales recruiting, the silver lining was the confidence with which the team embarked on capital allocation once funding materialized. Network optimization, billing system investment, careful headcount additions, strategic sales incentives, and consistent, targeted advertising cemented the turnaround begun 6 months earlier. Now an innovative, fun place to work, the company recently reached the significant EBITDA positive milestone.

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Marketing Success Story Turnaround

CHALLENGE: Turn around a financially deteriorating 2-year old Jamaican wireless competitor by setting and implementing strategies for profitable growth PROJECT SCOPE: Interim CMO/8 month engagement RESULTS: Sales up 40%, losses narrowed by 35% over 8 months Company repositioned as innovative, growing and viable Permanent marketing team in place PRIMARY KEYS TO SUCCESS: Market focus Collaboration and communication Process definition and refinement Ability to advance initiative on low budget SUMMARY: Step 1: Stop sinking and tread water Defining simple, replicable sales and reporting processes yielded dramatic improvement from a downward spiral, and bought some time for SWOT analysis upon which to build strategies and tactics. Step 2: Stimulate growth from existing customers Establishing an empowered "Customer Relationship Manager" function improved existing customers' perception as well as internal morale, began to reduce customer churn, and provided unprecedented insight into customer preferences. Step 3: Create new corporate market, parallel to existing consumer base When the SWOT identified an untapped business user market, the company's small subscriber base permitted manual processes to create innovative calling services targeted to that market. Rapid acceptance increased usage and caught competitors off-guard, resulting in a market leadership position. The disciplined manual processes facilitated a later automation upon IT funding. Step 4: Reposition "written off" company with a new, innovative image An internal "tagline" contest was the foundation for a new company image-for employees, new recruits, distributors and customers. Limited funding necessitated "viral" marketing approaches; newly proud employees and increasingly satisfied customers fed the rampant Jamaican grapevine. Step 5: Scale for success Though a 6-month funding delay limited initial efforts to internal process definition/improvement and success based sales recruiting, the silver lining was the confidence with which the team embarked on capital allocation once funding materialized. Network optimization, billing system investment, careful headcount additions, strategic sales incentives, and consistent, targeted advertising cemented the turnaround begun 6 months earlier. Now an innovative, fun place to work, the company recently reached the significant EBITDA positive milestone.	Marketing driven transformation Our focus yields compelling results -- in this case, revenues were up 40% and losses narrowed by 35% in just 8 months. And clients build upon our foundation: this growing company is now EBITDA positive. Download Marketing Success Story
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