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Chanimal Marketing Consulting Services
 Chanimal offers retained “Micro Consulting” for as low as $1,250 per month!
Background
The original purpose for Chanimal was to develop and retain my industry network of marketing
professionals. It started with a BBS system and grew into one of the first collaborative web sites. Later, it was formalized to become Chanimal.com (which has been live since 1997). The site
contains over 200 web pages of content from myself and others and serves as a permanent resource for high-tech marketing.
Within the chat room, via e-mails and phone calls I have fielded thousands of responses from
folks at the world’s largest high-tech corporations (Dell, Microsoft, IBM, etc.), from engineers considering starting a company, from mid-sized companies trying to move to the next level, from
well-financed startup veterans, and even an occasional university student. Most of the time I have volunteered my time and assistance, just for the satisfaction of watching several of these
companies grow and succeed (one went from $5k to $22 million and was acquired for over $80 million).
During this time, I have been a Vice President, Sr Vice President of Marketing or Chief Marketing Officer (CMO) at either a startup (doing most everything), mid-sized fast growing company, or a
$33 to $130 billion dollar corporation (running a large department). See background. After five
acquisitions (and 5 kids later), and helping with over 400 world-class product launches for over 150 companies (Microsoft, IBM, Netscape, etc.), I have moved into a semi-retired state (in my
mid 40’s), and have put myself under retainer with several large corporations (in the $22k-$37k/month range). However, I still enjoy helping startups and “under-resourced” divisions, since
these are the groups where a little help at the right time can be leveraged into a fantastic return.
The Problem
Most startups and divisions would love to have an experienced mentor to seek critical advice. Or,
they might just need a highly experienced specialist to knock out an “out of the ordinary” project.
Some companies, have great midlevel professionals who would love to bounce their ideas off an industry veteran to ensure they don’t waste money or commit a career-destroying mistake.
Others have high-level in-house veterans, but they may not have specific experience to start a new initiative, such as trying to build a reseller channel from scratch, or setting up their first
formal marketing plan. In some cases, a new VP of marketing (with a non-marketing background) might need a quick team assessment and a strategic jump-start to establish the right course
and a plan of action for his department or company. In other cases, a CEO may want his newly promoted VP and team cross-trained, with an accessible mentor they can also call on with any questions.
Some companies are brand new startups, and their VC’s have told them to get marketing--but they don’t have big budgets to hire ”experience,” even though they are at the strategic stage
where they need world-class help.
Unfortunately, many of these startups, midlevel companies or large-corporate divisions don’t have the budget for an expensive long-term consultant, or for a world-class high-tech marketing Vice
President (with associated salaries and benefits in the $400-$700k range).
So... how can companies afford to get the help they need to succeed?
The Solution
Micro Consulting - Easy Access to a Virtual Vice President of Marketing (Chief Marketing Officer) at “start-up” rates.
Many folks that I’ve helped throughout the years realized they were getting significant value out of our free e-mails, phone calls and conversations. For some of these I reviewed their packaging,
critiqued their ad campaign, recommended their entire channel recruiting approach, re-set their sales commission structure, and even helped create their entire marketing plan (plus fired over
sample templates, gantt charts, recommended books, seminars, alliances and trusted sources, etc.).
Many of these folks wanted on-going assistance, but didn’t want to impose on my goodwill. So, they sent stock (I’ve got over 1.8 million shares in my stock “hope chest”), Omaha steaks,
Christmas gift baskets, free software with a lifetime upgrade (that’s how I got my 100 user version of Goldmine years ago (years later, they pulled me in as their first VP of Marketing)), two
of them hired associates I recommended, and many sent token cash.
This is what gave me the idea of creating “micro consulting.” I thought it would be terrific to offer limited virtual VP of Marketing or CMO services at affordable rates. In fact, I’ve paid graphic artist,
copywriters and technical writers as much as I am charging. I figured that having these micro consulting packages will encourage folks to continue seeking and getting world-class help, but at
an affordable price. Of course, since I am the primary contact, I can only offer a limited number of these micro consulting packages. Following are the details.
Micro Consulting Prices
Chanimal has recently launched two new sales and marketing “micro consulting” packages.
$1,250 Monthly Retainer for up to 10 Hours of assistance. For a nominal cost of only $1,250 you can retain Chanimal for the month and gain access to up to 10 hours of
consulting or project work. Additional hours (must be approved) lock at the $125/hour rate. My record is being able to define and create and entire world-class reseller partner
program from scratch in less than 10 hours.
$2,500 Monthly Retainer for up to 25 Hours. For only $2,500 you can retain Chanimal for the month and gain access to up to 25 hours of consulting or project work. Additional
hours (must be approved) lock at the $100/hour rate.
These world-class level consulting services or project work would usually only be available on a monthly retainer within the range of $12,000 to $37,000 per month, or at a billable rate of $200 to
$700 an hour (many consultants don’t tell you their hourly rates--but this is what they would work out to, based on the actual time they provide). However, they are available through this micro
consulting approach at a much more affordable rate, but only on a limited basis--since I can only work with a few companies at a time. Please call or e-mail for availability.
Micro Consulting Q&A
Following are questions and answers regarding the Chanimal micro consulting services:
Q. What kind of assistance can I expect?
A.
Following are just a few of the items I can help with (some may or may not take longer than the retainer time--but it’s your time, you tell me what you want to do with it):
- Help create a department plan of action. A high level sequential overview plan that becomes the framework to accomplish your goals.
- Assist with creating a sales and marketing budget.
- Advise on channel options, such as which channel will sell your product.
- Someone to execute a turnkey reseller channel from scratch (or refine an existing one).
- Do a competitive channel analysis.
- Create a complete closed loop lead to closed sale tracking system.
- Write or assist with the department marketing plan.
- Review the best promotional approach (PR, advertising, SEO, direct response, events, etc.) and help implement it.
- A department capability analysis and recommendation (reviewing job descriptions and activities, helping the department and company get organized properly--the first step to create a market driven organization).
- Review the product definition process and help fix any holes or re-boot to get it right
- Cross train the marketing department (or select employees) on strategy and all 4 P’s of the marketing mix.
- Help with a business plan and recommend methods to get financing.
- Temporarily run the department, or part of the team while you are seeking a replacement.
- Create a return on investment matrix and Powerpoint showing the expected return on projected promotions.
- Figure out how to initiate a company branding campaign.
- Do the qualifying search for a field rep force.
- Help prepare for a major event like a trade show, analyst meeting
- Put together a crisis management plan
- Create a sales training program
- Help design a direct response ad campaign, or put together a national roadshow
- Train and level-set the entire marketing department, the product management team, or the new channel manager (have conducted multi-day on-site training sessions from coast-to
-coast and world-wide (as far as Korea)
The list goes on. Having done all aspects of a small and large marketing department, I can always do an assessment and provide recommendations for ongoing projects. Any of the single
services below (packaging review and ad campaign analysis) can also be completed and covered within any Micro Consulting engagement.
Q. How many of these packages are you offering?
A.
Since I do this work myself (I may expand later), I can only handle about 4-6 accounts within any one month. To ensure accessibility, I can always book select times or select days where I
am 100% available to counsel or do project work just for your team. I’ll always try to make sure I am available to help at a time that works for you.
I have worked with some companies to complete the projects within one month (campaign analysis, competitive review, setting up their promotional campaigns), while others have
maintained my services for over a year--with my final project to help hire the right replacements. Availability varies. Please call or e-mail to find out if I currently have the bandwidth to help with
your specific needs.
Q. What if I don’t use all the hours under the monthly retainer--do they carry over?
A.
No. If I had a vendor’s time carry over I could end up with a month with too much work for the number of available hours (I work up to 200 hours per month (a lot of hours for “retirement”)).
That’s why I set this up as a retainer basis. I’ve had retained accounts only use my help incidentally--but the impact was critical. Others use every second of their time and then request
more. I will contact you regularly by phone or e-mail to try and ensure you are getting complete value each month.
Q. What if I need more time during the month?
A.
Each package stipulates an hourly rate for additional project work required within a 30 day period. The higher the retainer commitment, the lower the ongoing locked rate. We can always
work something out that will be both affordable and possible.
Q. How accessible will you be?
A.
I am available via e-mail and/or cell phone from 9am until 5pm Monday through Friday. On Tuesdays and Thursdays I often schedule evening calls on Skype with retained companies in
Australia, China, Europe and elseware. If we do not have an open call arrangement, then I am available per our defined times or days. My attempt is be accessible for all your needs.
Q. Are you available on-site?
A.
Yes, but I may have to schedule a select time, or particular days where I can assist other pre-existing accounts. However, everything can usually be worked out just fine. If there is travel
involved, I usually charge 1/2 the hourly rate during the time I am inaccessible by phone or e-mail.
Q. What are the terms of the agreement?
A.
The retainer is month to month with a one week courtesy cancellation notice so I can notify additional vendors of availability. I’m usually flexible depending on the circumstances. My
objective is to get the team on track, execute what is required to increase revenues (the bottom line), and help enable the company to wean themselves of my services with internal folks who
can continue the pre-defined direction.
Q. What is your engagement process?
A. Following is the process used with micro consulting projects:
- Initial call. The first step is to call so we can briefly discuss your company, product and objectives. If we see a good enough fit, we proceed to the Analysis call.
- Analysis call. The second step is to conduct a phone interview to evaluate your objectives, financing, budgets, organization, strategy, product, pricing, placement and promotions.
We are looking for capabilities and holes that can be fixed to meet your objectives and move to the next level. This meeting does not cost you anything and typically takes 90 to
120 minutes--under NDA. Within this meeting we can discuss if and how I can help the team. If we agree to proceed, I then create the plan of action.
- Plan of Action. The third step is to create a high and detailed level, sequenced plan of action that takes into account your objectives (build a channel, increase sell through, train
staff, setup an affiliate program, define a product, etc.), capability (staff and budgets), current pricing, sales strategy, product roadmap and promotional efforts--whatever was
requested within the analysis call.
The plan of action is the most highly leveraged activity I will ever do ( it incorporates both strategy and tactics), since it will result in the complete sequenced plan and process to
meet your objective that I would use if I were personally in your position. This typically takes 2-3 hours for me to create and is the first paid project (counted as part of the
retained hours). We decide to engage (without worrying about the level yet, and the time to create the plan is billed at the lower hourly rate ($200 - $300 against whatever the
desired retainer plan)). Again, this is THE most highly leveraged time that I will ever spend.
If all you need is a short-term, specific pre-defined project (create a competitive deal registration program, analyze a company for potential acquisition, create a quick ad
concept, etc.), then this step is bypassed and I immediately begin to execute to your requests.
- Review of Plan. The fourth step is to review the plan of action. We then determine if we believe this approach will meet our objectives. We may refine it by adding or subtracting
action items so we can meet the objectives. We also determine internal capability and my level of engagement. Budget, time frames and internal capability will determine to what
level of engagement I am needed. We will also consider guerilla approaches to increase the speed and/or reduce expense (such as interns that I can train, mentor and manage).
- Set Dates & Execute. Once we agree on the plan and approach, we jointly determine the deadlines, who will do what and execute.
- Collaboration. To facilitate good collaboration, I recommend a primary and secondary contact (in case the primary contact is unavailable), and request a short 20-30 minute
weekly collaboration meeting to review progress, set the immediate objectives, discuss any changes, etc.
- Ongoing Assistance. Once you are part of the micro consulting program you are welcome to call anytime (I’ll call back if I’m on the line), or e-mail anytime with any question--or re
-direct me to work on anything outside of the plan if needed. You will have full access to my experience, counsel and network.
- Billing. The monthly retainer should be sent once we have reviewed the plan and determined the level of engagement. I do not have the bandwidth to deal with accounts
receivable (especially from the larger companies that try to push back every expense to net 60), so the baseline amount should be sent at the beginning of each month of
engagement. Any pre-approved amounts over the fixed amount are due 14 days from receipt.
Picture This
Imagine.... being able to call or e-mail at will and get the critical help you need at will to run your company sales or marketing department. Imagine the increased execution speed when you can
start a project immediately by delegating it, rather than spending days or weeks trying to figure out the best way to get it done. Picture the sense of accomplishment when you’ve completed
your regular job, plus knocked out the special projects you promised--ahead of schedule. Count the increased revenue as you double or triple your distribution, or get a 10x better return on your
promotional campaign. Now, feel the bonus check in your hand... as you meet your company’s expectations, in part because of the assistance you received from Chanimal.
Recent Examples
- Worked hand-in-hand with the VP of Marketing for a start-up hardware company to build their entire channel strategy and program from scratch. Completed it way ahead of
schedule (waiting for product to finish and will assist with their launch). Also helped with pricing, naming, the marketing plan, competitive analysis, customer validation, and helped
validate the strategy with the board and CEO.
- Helped one large ($100 billion) company to re-boot their entire marketing department. Included cross-training the team members, setting up the plan of actions, writing the
marketing plan, hiring two Directors, setup lead tracking systems, hired internal and external PR, revised entire look and feel of the division, worked with product managers to
get rid of non-product manager tasks, helped train sales on new product lines, setup new promotional campaigns to garner sales leads. Won award from one publication for most
leads of any vendor. Helped achieve record sales and the division president was promoted.
- Revised and re-did a startup website to be more marketing friendly, less engineering. Also did search engine optimization, etc. Created streaming videos (a secondary business of Chanimal) for site to better demonstrate product
- Helped a consumer cell phone application software start-up get more financing (produced video), setup first strategic marketing plan, helped setup alliance with Motorola and Nokia,
helped get into Handango. Company was successfully acquired by Microsoft.
- Helped reboot a 20 year old software company that was selling direct to build entire reseller program from scratch. Created go-to-market strategy, helped mentor and train
existing employee as a channel manager, created reseller program from scratch (levels, margins, PowerPoints, promotions, recruiting e-mail copy, portal), and helped recruit.
Very successful. Channel Manager is currently swamped.
- Helped an Internet based ASP to setup “next level” strategy and execution. Included complete review of existing programs, new plan of action and strategy, resulted in first
online ombudsman, affiliate program, partner program, alliance program, first telemarketing (scripting, training, mentoring), etc. Hired and trained interns to help with the project.
- Worked with a consumer goods startup to name and package their product, establish merchandising, hooked them up with the right rep firm, created the reseller presentations
and kits and moved it into the top retail and mass merchants (Frys, CompUSA, Walmart, Target, Media Play, and more).
- Helped a software company with a well established VAR program, revise their program and policies (return policy, map pricing, levels, ways to train) to accommodate new retail
locations that would be stocking the product.
- Helped a division of a large company take an existing product created by internal IT and get it commercialized. Included naming, pricing, packaging, alliances, writing much of the
marketing plan, participating in meetings to move it forward. Division was successfully acquired by another company.
- Helped an enterprise software company from Australia to establish a US operation. Helped rename the product, position it, hooked them up with the PR person to engage
with analyst and press, helped interview US marketing candidates, wrote brochure copy, reviewed and revised sales presentations, setup alliance and reseller programs from scratch.
Plus many, many more (consumer and enterprise, hardware and software). I have had loads of fun and helped get great results.
Testimonials
- “Frankly, we wouldn't have been able to get our project off the ground without his expertise, and we now have confidence in our project's success.” Dwight Odland, Product Manager
- “Your list of retail chains to target for immediate volume sales resulted in our reaching enormous sales gains almost overnight. The detail of retail locations that you
recommended has stimulated sell-through well beyond everyone's expectations.” Curt Anderson, VP Sales
- “Ted Finch is one of high-tech's most knowledgeable and effective channel specialists. Unlike many so called experts, Ted has worked extensively as a top executive in the
software and hardware business with resellers. His extensive knowledge of how companies can best leverage channel partners is thus based on hands-on and hard won
personal experience.” Rick Chapman, Managing Editor and Publisher of Softletter.
- “…he demonstrates energetic and laser focused leadership. He is a strategic thinker who pushes the marketing boundaries to get companies and products the kind of visibility
needed to attract and retain customers.” Lauren Peter, CEO
- “Ted delivered a wealth of knowledge and experience about what channels truly need and what drives real-world channel behavior. He has the rare ability to tie practical channel
desires and logistics to top-level corporate strategy. His contribution to a successful plan was enormous. In addition, Ted’s working style and focus on quality is excellent.” Ken Rosen
- “Ted helped us get our VAR recruitment program off the ground, correcting key misconceptions and deficiencies along the way. Easy to work with and informative.” Adam Scran, CEO, Ascentive
- “Ted Finch's grasp on the retail channel is invaluable to expanding and growing your business. His understanding of the market and how it works cannot be matched.” Michael, Channel Manager
- “Ted is one of the most talented channel executives I know in the high-tech industry. His knowledge is deep and broad. If he doesn’t have an immediate answer he has a huge
network that he taps into for the information that he needs to assure his clients that they are getting the information they need.” Linda Kazares, President, ConnectedIn Media Inc.
- “His ability to provide a detailed path to each project goal with the associated tasks is remarkable. His 25+ years of marketing experience is evident from the first conversation.”
Steve Grushcow, CEO, Edit.com
- "Without Ted Finch, the 'Chanimal,’ I would not have known where to start our reseller program. Having such incredible guidance and insight into the professional reseller world
enabled our Company to flourish in the mid-market. We continue to consult with Ted periodically as a mentor. Anyone wanting to gain knowledge and guidance should not
hesitate to consult with such a knowledgeable and influential individual." Theresa, Partner Program Manager
I Invite You To Call
Please call or e-mail if you would like to find out more about the Chanimal Micro Consulting
options. I am happy to provide numerous references from companies I am working with currently or have helped in the past (from small 1-2 person startups, to new divisions to multi-billion dollar
clients). If for some reason I cannot help you (not expert enough in the area you need help, or don’t have the bandwidth to take on another project), I can usually point you elsewhere to help you get what you need.
I’m easy to talk with and look forward to hearing from you soon.
Ted Finch
President
Chanimal Marketing
512-263-9618
e-mail
Additional Services
Chanimal also offers two additional standard services, 1) the Chanimal product packaging evaluation, and 2) the Chanimal display ad evaluation. Following is a summary of these services.
Select the links to find out more about these effective Chanimal services.
$199 Chanimal Packaging Evaluation. A complete evaluation and recommendation of your software product packaging. Using the 9 page Chanimal Packaging Guidelines as a criteria (for sales at $19.95, or available for free by registering). Criteria is based on primary research done from in-store and exit studies performed by my former company’s
research division, plus the experience of over 400 product launches for over 150 companies. This same research was used originally by another company that charged $1
,000 for a similar, although less thorough, packaging review. Click here for more information.
$249 Chanimal Display Ad Evaluation. Most display ads are ineffective. They may look fine, but they don’t pull. Even the decent ones I’ve seen are still missing key elements to
maximize ROI. This is mainly because too often it is the graphical designers, not marketing, that make display ad decisions (and too many marketing folks aren’t able to provide proper direction). Using the Chanimal Display Ad Guidelines (for sale at $24.95, or
available for free by registering), the number of leads at one of my own companies increased 35 times (resulting in record sales). While a VP of Marketing at GE, I applied
these same principles and our number of leads increased by 9 times--winning an award, not for design, but for, “The most leads of any advertiser,” by one of our major publications. Click here for more information.
100% Guaranteed. Both of these services come with a 100% no questions asked, money-back guarantee. If you do not believe the analysis and recommendations will dramatically improve the
effectiveness of either your product packaging, or your ad campaign... you do not pay anything--period.
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