DIRECT
MARKETING-OFFICE SUPPLIES-BUSINESS FORMS-PRINTING
THE COMPANY
Privately owned Manufacturer and Catalog
Marketer of Clinical Records, Office Systems and Supplies to Health Care Professionals.
THE SITUATION
Company on the verge of insolvency.
Acquired, with own funds, via a bulk sale. Negotiated a non-judicial settlement with
creditors. Most production (printing) was subcontracted; company carrying over 1,500 stock
keeping units; the catalog was over two years old; a substantial portion of receivables
were over ninety days.
ACTION
Consolidated the direct marketing
operation with an existing printing operation that I owned; cut inventories and stock
keeping units in half while expanding product line into insurance forms and office
supplies; produced new catalogs and stand alone mailers.
Targeted mailings yielded 2% response
from new customers; developed and implemented telemarketing program yielding responses in
excess of 30%; reduced average receivables to 42 days; devised and implemented complete PC
based marketing information system.
RESULTS
Sales increased by 250%; Achieved
EBIT in excess of 20%; the company was eventually sold to a strategic buyer.
Contact
Us / Experience / First Page
© 1999,
2001 R.N. Seidman & Partners, Ltd.
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