The document discusses marketing solutions provided by launch120 for portfolio companies and startups. It outlines existing problems companies may have with limited marketing resources and experience. The target audience is identified as technology and healthcare companies that have undergone mergers or acquisitions or have raised over $250,000 in seed funding. Solutions proposed include conducting internal audits, developing marketing plans and strategies, providing messaging and copy writing services, and assisting with public relations, marketing communication plans, and strategic alliances. The document emphasizes assessing the fit between a company's resources and competencies and its marketing strategy.

1. “The Marketing Destination”
launch120, Inc.
416 500 2681

2. Existing Problems of Portfolio Companies
 Limited Marketing Resources
 Trying to Establish a Customer Presence in a new region
 Lack of Marketing Ethos, Experience and Leadership
For example the founders or existing management team’s background is
financial and/or technical
Trying to position new products and services
 Reconciling different visions by different
Founders/Management
 Need to smooth rough edges so recent acquisitions fit
together
 Company does not present itself and products in an
integrated, complementary way.

3. Target Audience
SME
Technology/Health
companies that
have recently
participated in
merger or
acquisition
activities
Companies that
have raised 250,000
Seed Capital or
more (Start-ups)

4. Solutions
 Internal Audits
Area of Inquiry Possible Subjects
•Overview •Competitive disadvantages
Competition •Competitors by product line, ranked in order of •Points of differentiation
importance •Pricing differences
•Competitive advantages by product
•Corporate structure •Teamwork
General Information •Company history •Company reputation (internal perceptions)
•Industry positioning •Business plan/objectives
•Financial background •Long-range plans, programs
•Corporate culture
•Management vision
•Product identification, product lines •Weaknesses
Company Products •Product positioning •Product histories
•Strengths •Product distribution
•New product development plans
•Potential crises/emergencies •Negative history, incidents
The Company
Crises/Issues •Negative issues •Potential areas of litigation
•Best Customers profiles •Relationships
Customers •Purchasing criteria •Problems
•Primary selling methods (retail, wholesale, etc.) •Customer relations department, systems
Sales and Marketing •Sales force structure •Key selling strategies
•Sales materials, tools •Merchandising efforts
•Sales training
•Current programs •Management
Marketing Communications •Existing materials •PR/ad staff, structure
•Advertising •Agency roles
•Public relations •Responsibilities
•Promotions •Relationship with senior
•Internal communications management
•Other •Target audiences for communications

5. Solutions
Planning Process
10 1 2
Implement the Define the Business Identify Attractive
Arena Opportunities
Strategy •Segment the market
•Deflate the arena within
which you will search for •Evaluate market
attractive opportunities forces
Understand the Profit
Dynamic Understand the
Market Environment
•Estimate market
acceptance 9 3 •Lay out market
chain(s)
•Develop price, cost, and •Understand buyer
investment forecasts choice/rejection
behavior
Planning
Process
Complete the
Assess Resources
Winning Strategy
and Competencies
•Detail complete strategy 8 4 •Identify resources and
•Ensure strategic leverage competencies
for market chain members
•Determine fit
Plan Critical Make Tough Understand the
Relationships Strategic Choices Competitive Challenge
•Identify key players •Review past strategy •Analyze current and
•Plan relationships •Identify strategic issues potential competitors
•Organize relationship •Create options •Understand strategy drivers
teams
7 6 5

6. Solutions
Messaging/Copy Writing
Investor/Media/Public Relations
 Press is the cornerstone which BRAND awareness is built on.
 It is the slow-burn that creates “top-of-mind” for all target
audiences. Most importantly, public/media relations
establishes credibility in the marketplace and keeps your
awareness high.
 Kennedy got a whole new article, and managed to make a
useful friend of the editor. Three decades later he would be
reminding Bobby of what he'd said ''a thousand times,'' that
''things don't happen, they are made to happen in the public relations
field.'' Joe Kennedy
Marketing/Communication Plans

7. Solutions
Strategic Alliances/Business Development (Fortune 1000)
Partnerships are all about spinning a web to catch more customers.
This is a powerful strategy to: increase brand and investor awareness;
distribution, co-marketing and joint research initiatives; share risk and
form equity relationships; develop sales and distribution channels. In
addition it can be part of your exit strategy as an acquisition target.
Success stories are: Oracle (over 15,000 partnerships), IBM, Microsoft,
United Airlines, AMEX/Charles Schwab, GTE
Alliances make a lot of sense because of the following:
 access to new markets
 multiple parties share risks and expenses
 partners can retail their independent brand identification
 working with partners possessing multiple skills can create major
synergies.

8. Solutions
 The Process of Assessing Resource/ Competency Fit
Resources
and Strategy
Fit
Competencies
Your Firm Competitive
Differentiation
Resources Customer Needs
and Strategy
Competencies
Competitor A Market Opportunity
Resources
and Strategy
Competencies
Competitors B, C, D...

9. Why launch120?
Understands the plight of the Entrepreneur and/or
Businesses in transition
Clients/Companies served by launch120