Goldfish Consulting was founded in 2008 to help small scientific businesses and startups grow through strategic marketing, website design, and outsourced sales. They provide marketing strategy development and messaging based on internal assessments, market analysis, competitive audits, and customer feedback. Their services include marketing strategy, branding, website design, communications collateral, and direct sales outsourcing to help clients launch new products, gain traction, and enter new markets.

1. Helping You Sell Your Science
July 2018
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Goldfish Consulting, Inc. was founded in 2008 by
three professionals with the goal to help small
businesses and entrepreneurs grow their businesses
by sharing our expertise in strategic marketing,
website design, and outsourced field sales.
Goldfish is an excellent resource for scientific
founders, start-ups, and fast growing
businesses. We provide an immediate qualified
alternative for companies lacking suitable
resources or who are short on time or staff.
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Goldfish Marketing specializes in strategy
development based on internal assessment, market
analysis, competitive audit, and voice of customer
(VOC). This provides a foundation for developing
value proposition, messaging, and a go-to-market
plan for marketing tactics and training for field sales.
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Amy Duncan, Marketing Strategist, has over 20 years experience designing and executing
successful marketing programs for start-up, mid-size, and large global life science
corporations. She’s led product management for RT-PCR enzymes and managed
corporate branding initiatives at Life Technologies; developed sales and marketing
strategies for real-time PCR at Applied Biosystems; and directed product marketing
programs at Stemgent, an entrepreneurial start up. As a professional consultant Amy
helps companies and scientific founders improve their strategic positioning to expand
awareness and grow sales. She specializes in marketing strategy and launching new
brands into the market. She’s recognized for her responsiveness, creativity, and
professionalism. Amy has a BS in biochemistry from UC Davis and an MBA from San
Diego State University.
Jad Duncan, Website Design, specializes in web and graphic design. Originally a stock
broker and investment banker, Jad spent 10 years at General Atomics managing
government contracts and purchasing. In 2000, he co-founded a software engineering
government contracting business. Jad managed contracting, accounting, payroll, and
human resources, growing the company to over 50 employees and $15M in under
seven years. In 2008, Jad co-founded Goldfish Consulting having completed his web
design certification at UCSD, where he’s completed numerous website and graphic
design initiatives. Jad has a BA in mathematical economics from UC Berkeley, an MBA
from San Diego State University, and is a graduate of the UC San Diego Digital Arts
Center (DAC).
Meet the Team
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Ron Padua, Creative Director, Padua Designs, is a San Diego-based concept artist known
for his role as Art Director and lead concept artist developing cinematics for first party
PlayStation video games for Sony’s Visual Arts Service Group. Before Sony, Ron was a lead
designer at the Los Angeles-based broadcast production company, TZLA, where he
worked on network ID’s, brands, on-air promos, and main titles for companies such as the
Sci-fi Channel, Discovery Channel, HBO, ABC, FX Channel, and Hollywood Squares. After
art school, Ron began freelancing as a concept designer and storyboard artist for New
Wave Entertainment, The Aspect Ratio, RG/LA, J. Walter Thompson, and Blind Visual
Propaganda. Ron studied Illustration and Entertainment Design at the Art Center College
of Design in Pasadena, CA.
Jeff Whitmore, Commercial Lead & President of United BioChannels, helps companies
bring technologies to market and restructure commercial operations to benefit brands,
their customers, and investors. As a Vice President at Biomatrica, Jeff pivoted the
company from a product to an out-licensing organization; building value in point of
care diagnostics. At Singulex, Jeff helped build an assay development and sample
testing business, supporting technology placement within the clinical pharmaceutical
ecosystem. He managed the transition of a global sales organization post acquisition
by Protein Simple; gained experience developing Asia at Alpha Innotech along with
managing global sales; and lived in London as Sales Director for Molecular Devises
gaining strategic insight into Europe’s life science market.
Meet the Team
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Clients
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•Sales Outsourcing
•Brand Management
•Refinement
•Growth
Phase IV:
Direct Sales
Phase III:
Communications
Phase II:
Strategy
•Email Campaign
•Website Design
•Content & Collateral
•Presentations
•Exhibits
•Messaging Platform
•Marketing Plan
•Brand Strategy
Program Overview
Phase I:
Research
•Internal Assessment
•Market Analysis
•Competitive Audit
•VOC Interviews
Our complete capabilities comprise a four phase program that we tailor to the specific needs of
each client. Some clients need a complete program while others may only need certain elements.
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Market Analysis Competitive AuditInternal Assessment Voice of Customer
These four research projects provide key inputs for strategy development in Phase II.
We learn about your company, the market, competitors, and your customers.
Phase I: Research
Leadership interviews to
understand strengths and
weaknesses, past
strategies, and future
vision.
Estimate market size,
determine competitive
products, characterize
market segments, and
identify entry barriers,
trends, and key success
factors.
Summarize competitors
strengths, weaknesses,
performance specs,
messaging, differentiation,
and value proposition.
Talk with target customers
to understand
applications, pain points,
current solution, pricing,
and evaluation of your
product.
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Phase II: Strategy Development
Value Proposition
1
Target Audience
2 3
Key Messages
Positioning Statement
4
Claims and Proof
5 6
Call to Action
What is the outcome the
target user will experience by
using your product.
Characterize in detail who
is most likely to buy your
product.
The three most important
points you want customers
to remember.
What your product does, for
who, the major benefit, how its
different, and the outcome.
Performance specifications and
applications backed by
reproducible data.
Identify 3-5 important pieces
of information to help
customers along their journey.
Key elements of the Messaging Platform that help tell a convincing story to the right potential customers.
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Phase III: Communications
Logo Design Presentations Branded Imagery Landing Pages
The messaging platform provides guidance for consistent messaging across all forms of communications.
Websites
Brochure Content & Design Customer Interviews Exhibit Booth Email CampaignBanner Stand
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Phase IV: Direct Sales
A ready-to-go seasoned sales team hits the ground running faster, limits your
risk, and develops a playbook for building an internal organization later.
Strength
Rep
Training
Together we train
reps to be experts
on your product
Established
Contacts
Customer
Presentations
Product
Demos
Reps immediately reach
out to customers who
know and trust them
Reps provide
presentations and
seminars
Reps provide in-
lab product demos
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Client companies (brands) approach us because they are launching a new product, struggling to
gain traction with an existing product, or are interested in targeting a new market.
Program Participants
Interested in entering
new markets to apply
isothermal RPA
detection.
Struggling to gain traction.
Need model for sustainable
growth for nucleic acid
sample prep from gram
positive microbes.
Interested in entering
new markets in nucleic
acid stabilization and
POC diagnostics.
Scientific founders needing
guidance on commercialization
of microarray-based instrument
for biomolecular interaction
studies.
Struggling to gain awareness
and traction of single-
channel, graphene-based
tool to measure small
molecule-protein binding.
Need guidance on best way
to commercialize technology
that measures protein
conformational changes to
characterize compounds.
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Participant Connections
Advising and
Troubleshooting
Report outs and weekly
meetings provide valuable
guidance to client team.
Professional
Development
Stay on top of venture
capital, growth areas, and
business strategies.
Networking
Meet with like-minded
partners in the local life
science community.
Conferences
Generate awareness, capture
new leads, and learn about new
technologies.
Connect, learn, and grow.
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Getting Started with Goldfish
To get started, please contact Goldfish at:
+1-858-254-7009
aduncan@goldfishconsulting.com
www.goldfishconsulting.com
Contact us through email or a phone call. From there
we’ll set up time to talk about what you need and how
we can help. After our meeting, Goldfish will draft up a
proposal and upon agreement, work will begin.
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