Optimal Design is a mechanical, electrical and industrial design firm serving the electronics and high tech industries.  At the front end of the  product development life cycle (PDLC) process for one of their clients, Optimal Design engaged cairnedge consulting to develop and execute competitive research and channel analysis while at the same time sourcing and documenting the results of focus groups with first responders.  

Through face to face interviews, in-person visits and online searches, cairnedge consulting was able to create a comprehensive overview of the existing market space, the planned market opportunity, the barriers to entry and the strategies and tactics to overcome them.

Lifestyle Concepts, Inc.

Lifestyle Concepts provides in-ground pool design, construction and maintenance services in the greater Chicagoland area.  A recent long term friendly competitor was leaving the market and sought out Lifestyle Concepts to take over his clients and his business.  Lifestyle turned to cairnedge consulting to assist with the messaging of the transition to the existing client base.

Since some clients had been with the previous company for more than 20 years, there was a strong personal bond with that owner. It was necessary to tread lightly. We recommended a three stage approach to communicating with these new clients. In addition, we wrote the content for several direct mail letters Lifestyle Concepts sent as a way of introduction and call to action.
Truth be told, initially, Lifestyle Concepts thought our method was a little "soft".
However, feedback from the new clients, following receipt of the letters, was incredible.