1. Strategies for Increasing Income
in the New Economy
by
David D. Greene III, CPF, MT

2. Agenda
•Who We Are
•Core Competency
•Unique Value Proposition
•Case Studies
•The ELLA Award
•5P’s
2

3. Urbanomics Consulting Group Overview
Urbanomics Consulting Group’s
vision for, value of and commitment
to empowering urban communities or Emerging Domestic Markets (EDMs) has been
the Northern Star (guiding premise) of our work since inception - more than 12 years
ago.
Our competencies include:
 Strategic marketing and public relations firm specializing in emerging domestic
markets
 More than a decade of experience aligning progressive brands with important
business and social issues
 Pairs companies and other organizations with causes to bolster institutional and
social change initiatives among urban populations
The products of our work:
 Community partnerships
 Corporate Community Involvements Strategies and Programs
 Private-Public Partnerships around issues in minority markets
3

4. Urbanomics Consulting Group Overview
Strategic Community Investment in EDMs has been our work for
over a decade with people, places or enterprises with growth potential that face
capital constraints due to systematic undervaluation as a result of imperfect
market information. In recent years, our work has taken aim at philanthropy in
EDMs.
The
markets
include:
 Urban and rural communities;
 Ethnic and women-owned firms;
 Companies serving low-to-moderate income populations; and
 Other small- and medium-sized businesses.
Emerging Domestic Markets consist of the fastest-growing segments of the U.S.
economy and have an enormous, untapped growth potential for businesses.
Corporations that tailor their community involvement initiatives to address needs
of EDMs can expand market share of their products among these influential and
affluent consumer segments.
Source: Milken Institute
4

5. Core Competency
A core competency is something an organization does
especially well relative to its competitors or others in
its field.
Core competency is the process at the heart of your
organization’s unique value proposition and the
source of success for organizations pursuing
excellence.
5

6. Unique Value Proposition
A unique proposition is a product or service promise
presented as a succinct statement that describes how
you are unique to differentiate you and your product
or service from your competitors in your market.
It should make your Unique Perceived Benefit or UPB
very clear to potential customers as a customeroriented product offer.
6

7. Urbanomics 5P’s for Revenue
Diversification
Patent exploration
Productize core process
(Explore process patent as a way to
protect your core competency and
raise capital)
(Sell your core process as a service)
5P’s of
RD
Price re-rate
Permutate or Parse
(Revisit rates and pricing
regularly for appropriate
increases)
(Create multiple products
or services from your core
process).
Partner on products
(Sell as value-add for partners)
7

8. Case Study: UCG
•UCG
•Core Competency
•Unique Value Proposition
•The ELLA Award
8

9. Case Study: FedEx and UPS
9

10. Case Study: FedEx and UPS (Cont’d)
10

11. Case Study: FedEx and UPS (Cont’d)
11

12. Case Study: FedEx and UPS (Cont’d)
12

13. Case Study: FedEx and UPS (Cont’d)
13