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Projects
Anyone can talk about their expertise; examples of actual performance make the claims real. While our clients range from small business to FORTUNE 500 firms, all have one common need: insight and actionable solutions to meet marketing and business objectives. Click on the industry links below to view project summaries.
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Agriculture
A small, but well-connected, high-tech firm specializing in artificial insemination (AI) devices for the livestock industry needed an effective plan for introducing a new product intended for the sheep, swine, and deer breeding markets. SMS conducted secondary and primary research in order to: characterize AI markets; assess current breeding practices and AI procedures; measure the cost effectiveness of breeding practices; evaluate the potential for our client's product among breeder types; and determine price sensitivity to the product and its accessories. After analysis of research results, SMS determined that our client's technical advantage would be relatively short-lived, so we developed a comprehensive rollout plan that featured veterinarians as the product's primary sales channel, as well as a means of training veterinarians to train breeders in the use of the product. The product launch was successful, and the company has now been purchased by a larger entity. A premier environmental/conservation organization was in need of a thorough analysis of the seed industry for native grasses and flowers in the state of Iowa. Hoping to use the information to influence legislation and to spur the supply-demand cycle, the organization contracted SMS to conduct in-depth research among both buyers and producers of native seeds, as well as enthusiasts and other market influencers. Results of our primary research, which included in-depth interviews and statewide surveys, allowed the organization to thoroughly characterize the current and future markets for prairie seed in Iowa; determine buyer motivations; estimate the percentage of the market that is likely to purchase native Iowa prairie seed (versus alternatives); quantify growers' product offerings, production methods, and costs; and determine the attractiveness of entering the market for new producers. The study has been extensively circulated and quoted among interested entities throughout Iowa and other midwestern states. An alternative fuel engine manufacturer needed assistance in identifying and understanding state and federal alternative fuel programs for the public transportation sector. SMS performed secondary and primary research to identify and gather specific requirements regarding state and federal alternative fuel initiatives targeted at public transportation organizations such as municipal and school buses. The client utilized the information to assist prospective customers in applying for state and federal assistance when purchasing alternative fuel engines. A developer and manufacturer of innovative feed mixing equipment for the hog industry needed to assess his markets before investing additional resources in the product's introduction. SMS conducted secondary and primary research in order to characterize our client's target market and to identify secondary niche markets. In his target market, we verified that do-it-yourself feed-mixing operations (the type that would value our client's product) would likely remain a small percentage of the hog production market (which prefers to buy ready-mixed feed), but that this small percentage was significant enough to forecast profitable sales figures. Additionally, the equipment was discovered to be highly valued by alternative livestock markets (elk, deer, emu) and by such niche markets as microbreweries and plastic injection molders. Armed with the confidence of the study, our client's investments have yielded prolonged, positive sales growth. |
