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Guy Peters,[object Object],Guy Peters,[object Object],415.827.0884,[object Object],gpeters32@gmail.com,[object Object],San Francisco, California,[object Object]
Guy Peters,[object Object],Building a business is similar to climbing a mountain –  plan well and execute flawlessly,[object Object]
Guy Peters,[object Object],Growing brands with over 1,100 years of history,[object Object],1919,[object Object],1904,[object Object],1979,[object Object],1783,[object Object],1957,[object Object],1937,[object Object],1972,[object Object],1865,[object Object],1922,[object Object],1877,[object Object],1888,[object Object],1979,[object Object]
Guy Peters,[object Object],Making a Difference ,[object Object],The company was not growing its new sleep business unit at an acceptable rate, so they hired me to accelerate growth.  I helped grow company revenue to $165M from $131M and double my business unit revenue to $30M from $15M in one year.,[object Object],Patient Volume Growth at Pacific Pulmonary Services,[object Object],Guy joins PPS,[object Object],100% growth in 24 months,[object Object],200% growth in 18 months,[object Object]
Guy Peters,[object Object],Team Leadership,[object Object],I was put in charge of a high-performance, new product development team to solve a critical go/ no go decision. I led this team to resolution:,[object Object],Finance,[object Object],Graphic design,[object Object],Logistics,[object Object],Microbial Technology,[object Object],Operations ,[object Object],Communications,[object Object],Consumer Food Center,[object Object],Customer Marketing,[object Object],Engineering	,[object Object],External Manufacturing,[object Object],Packaging,[object Object],Purchasing,[object Object],R & D,[object Object],Research,[object Object],Sales,[object Object],Easy Omelets - a breakfast product made of microwaved Egg Beaters and cheese in a cup.,[object Object],Challenge:  Prior to me joining the group, the brand team had launched Easy Omelets in test markets to poor performance. Uncertainty surrounded the message, pricing, flavor mix, design, manufacturing, human factors, and appropriate support dollars.,[object Object],Action:We took Easy omelets out of test market and conducted quantitative and qualitative research to determine viability and likely outcome of a national launch.  In case of a “go” decision, the team also focused on partner negotiations, ingredients, package design, distribution, manufacturing, pricing, and marketing mix. ,[object Object],Result:  Through research, we determined that consumers were not likely to buy this product based on specific criteria.  Post-trial research was favorable but pre-trial results were not acceptable.  I discontinued the project and saved the company $8.5M in launch expenses.,[object Object],“Although it has been taken off the market for revamping,  Nabisco Easy Omelets may be ushering in a new era of microwaveable foods.,[object Object],                                - New Product News,[object Object]
Guy Peters,[object Object],Creative Marketing With Little Money,[object Object],Challenge:,[object Object],The company was struggling financially due to a leveraged MBO prior to me arriving.  ,[object Object],We needed a new product that would generate far more revenue than past new ,[object Object],product introductions.,[object Object],Action:,[object Object],I developed a unique new product concept and I determined that, with only $100,000,[object Object],in launch support, we could sell more new product than we usually did with $2M in new ,[object Object],product launch support.  I conducted test market research to prove the concept and  ,[object Object],deployed an “allocation” launch plan to increase demand at introduction.,[object Object],Winner: Pro Golf’s 2002 Product of the Year Award,[object Object],“The Noodle might never have been seen by consumers if it weren’t for Guy Peters, who championed the idea at Maxfli. Peters, now Director of Marketing for both TaylorMade and Maxfli, never wavered in his crusade to introduce the Noodle.”,[object Object],    -Golfweek Magazine,[object Object],Result:,[object Object],Grew revenue from $0 to $20M in the first year.  Noodle is the biggest selling golf product in Dunlop’s 120 year history and garnered several industry awards while spending $100,000 (5% of normal new product launch support).  It was the #1 selling two-piece golf ball worldwide by volume in 2005.,[object Object]
Guy Peters,[object Object],Creating a Brand,[object Object],RadarGolf is a new brand created from scratch for start-up Radar Corp.  Grew revenue from $0 to $1M in first year. ,[object Object],radargolf.com,[object Object],I was responsible for the following:,[object Object],[object Object]
Positioning
Messaging
Packaging
Website
Creative
Media
eCommerce

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