How to Develop "Break-through" New Product Concepts, Then Gain Immediate Access to Markets & Customers

Armakleen 

Situation:

• Early 1990's: Church & Dwight Specialty Products Division was suffering from slow growth, commoditization of core products, margin erosion, low barriers to entry for competitors.
• Business was stalled!
• At a dinner with Bryan Thomlison, the Earth Day Every Day Network comes up with a "Big Idea!" for a baking-soda based, environmental cleaning product for the parts-washing and electronics-manufacturing industries.
• The company agrees it is a Big Idea and within two weeks develops a unique and high-performing, patentable product.
• Unfortunately, barriers to market entry are high; the company needs fast, effective way to break into the market.

Solution:

• Thomlison's team is enlisted to work with environmental groups and "environmental nfluentials" to reach out to the advocacy and regulatory communities, as well as to help pre-sell targeted customers through Thomlison's unique "Back Door, Top Down"(c) sales strategy.
• This team of "stakeholders" help to facilitate the creation of a join venture between Company and the leader in this market segment.

Outcome:

• Joint Venture with industry leader
• Line extensions developed to further drive division profits.