1. The Gendreau Group
Timothy Gendreau, Principal
Susan Wayo, Principal
www.gendreaugroup.com
760.635.0808
Copyright 2011 - The Gendreau Group
More revenues from existing products or existing markets.
• Distribution
• Repurposing
• Increasing Valuation

2. The Gendreau Group
Timothy Gendreau, Principal
Susan Wayo, Principal
www.gendreaugroup.com
760.635.0808
Copyright 2011 - The Gendreau Group
More revenues from existing products or existing markets.

3. Copyright 2011 - The Gendreau Group
Repurposing
Using an existing technology, product or
service to solve new problems for a
different set of users or buyers, usually
from different markets or industry
verticals.
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4. The Gendreau Group
Timothy Gendreau, Principal
Susan Wayo, Principal
www.gendreaugroup.com
760.635.0808
Copyright 2011 - The Gendreau Group
More revenues from existing products or existing markets.

5. Copyright 2011 - The Gendreau Group
Why repurpose?
• Reach untapped revenues
• Increased return on investment (ROI)
• Maximize market penetration and sustainability
• Find strategic investment
• Because reuse is a good thing!
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6. Copyright 2011 - The Gendreau Group
Who should repurpose?
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• Maturing firms
• Firms with large IP portfolios
• Firms with multiple product lines
• Firms with technologies with applicability
in other markets

7. Copyright 2011 - The Gendreau Group 7
A chandelier from eyeglass lenses
A chair made of CDs
Repurposing… See things differently!

8. Copyright 2011 - The Gendreau Group
How do you repurpose successfully?
• Maintain focus.
• Get market research help.
• Seek to complement, not just to compete.
• Recognize that value varies from market to market.
• Assess the marginal cost of pursing an opportunity.
• Get negotiation help.
• Build collaborative3rd party relationships
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9. Copyright 2011 - The Gendreau Group
A Typical TGG Engagement
• Revenue Strategy Insights
– Researching the market to uncover opportunities and qualify
their potential in order to develop a fact-based business case
and actionable recommendations.
• Revenue Strategy Development
– Collaborating with our clients to determine which
recommendations to implement, and then building the
appropriate business or action plan to guide implementation.
• Revenue Strategy Implementation
– Assisting clients by opening doors, creating relationships, and
where required, negotiating agreements. The primary
deliverable from this phase is actual revenues.
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10. Copyright 2011 - The Gendreau Group 10
The Paradox of Focus

11. The Gendreau Group
Timothy Gendreau, Principal
Susan Wayo, Principal
www.gendreaugroup.com
760.635.0808
Copyright 2011 - The Gendreau Group
More revenues from existing products or existing markets.
Existing Products New Products
New
Markets
Existing
Markets
Revenue Strategies:
• Strengthen Distribution
• Enhance Customer Experience
• Improve Efficiencies
• Strengthen Positioning
• Divest Unprofitable Assets
Revenue Strategies:
• Open New Distribution Channels
• Repurpose Inside Assets
• Reposition Company &Offerings
• Acquire or Partner
Revenue Strategies:
• Repurpose Outside Assets
• Acquire
• Partner
Revenue Strategies:
• Repurpose for Acquisition
• Repurpose for Divestiture
• Create, Sell or Acquire Entities
Improve Valuation
Change The Game
Grow Valuation
Grow Valuation
Revenue Strategies Map

12. The Gendreau Group
Timothy Gendreau, Principal
Susan Wayo, Principal
www.gendreaugroup.com
760.635.0808
Copyright 2011 - The Gendreau Group
More revenues from existing products or existing markets.
• Distribution
• Repurposing
• Increasing Valuation