Marketing for a Late Stage StartUp

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Marketing for a Late Stage Start-Up
Peggy Fenwick Director, Marketing
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History of SupplySolution

• Company founded in 1998 by automotive supplier
  plant manager.
• Internet start-up for manufacturers and their
  supply chains.
• Automotive was our first vertical market.
• i-Supply is a real-time supply chain execution
  solution, focused on the movement, consumption
  and replenishment of inventory.
• Global offices to serve our customers.
• Today we have over 140 employees.
• Today we offer solutions to the automotive,
  hi-tech, electronics, chemical and heavy
  machinery industries.

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Areas of Responsibility

• Marketing
• Brand Awareness
• Marketing Communications
• Sales Support
• Web Site
• Lead Generation
• Public Relations
• Media Relations
• Industry Analyst Relations
• Events
• Awards

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In early 2000

• Stealth Marketing
• The Unknown Customer
• Biggest challenge was brand awareness
• Partners, partners, partners
• Airfoil Public Relations
• Above All Marketing
• Unveiled new identity elements in fall, 2000
• By year-end, we had 4 people focused on marketing

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2001

• Our coming out party
• Started the year with 700 clients
• Ended year with over 2,200 clients
• Big emphasize on integrated marketing programs
• Heavy PR activities
• Strong Print, Radio and Outdoor board campaigns
• Partnership with Covisint, the automotive
  exchange, formed
• Awards sought

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Media Impressions vs. Web Traffic
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Awards and Recognition

• Future 50 Award winner, 2001
• Codie Award Nomination (Finals in April)
• PACE Award Finalist, 2002 (3/4/02 winners are
  announced)
• ComputerWorld Magazines Company to Watch, 2001
• Entrepreneur of the Year Finalist, Software
  Council, CA, 2001
• iSource Magazines Provider Pros to Know, 2002

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Marketing Lessons Learned

• Secure your budget and hold on tightly
• CEO Support is crucial
• Leads, leads, leads
• Partners are important
• Marketing, PR, Implementation, and Resellers

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Remember

• Everyone knows marketing --- hence, you get a
  whole lot of advice, even when you are not
  asking for it.

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Contact Info

• Peggy Fenwick, Director of Marketing
• SupplySolution
• 248-353-2150
• peggy.fenwick_at_supplysolution.com
• www.supplysolution.com