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Case Study:
Aggressive Strategic Plan Pays Off for Salon

Overview of Project
One of the Midwest’s largest privately held hair and skin salons was largely dependent upon a major customer and desired a new strategy to develop its own proprietary line of products and reduce its dependence upon one major customer. Manchester’s professionals facilitated their strategic planning session and served as the client’s project manager during the initial phase of product development. Our client is now successfully implementing its new strategy for revenue growth.

The Challenge
One major customer represented about 30% of our client’s total revenues, which is much higher than salon industry averages. The salon was contemplating producing and distributing its own proprietary line of hair and skin products, but the reaction of its major customer was unknown and was therefore considered risky. The upside of this strategy would be a substantial increase in profit margins.

The Engagement
Manchester’s professionals were engaged to facilitate the client’s strategic planning session and provide project management services during its initial phase of new product development. The project management phase included developing a complete project plan and managing the design, packaging, and consumer testing of the new product line.

The Solution
During the strategic planning process, our professionals facilitated the planning meeting and the development of the resultant written strategic plan. Our client’s new strategy was then implemented with a project plan written by Manchester professionals including specific tasks, timelines, assignments, responsibilities, expenses and resources. We coordinated and managed the project internally and with outside resources to ensure deadlines were met. We also served as a “front person” for sensitive issues with the client’s major customer to provide anonymity for our client. Our professionals provided significant value during contract negotiations, as well as financial modeling, vendor selection, and product line requirements.

As new product development continued, Manchester was instrumental in the design, packaging, and consumer testing of the new product line. This part of the engagement included selecting an outside design vendor utilizing the same selection process as the contract filler and coordinating with them to complete the packaging concept and design. We also assisted in the packaging phase with the procurement of bottles, caps, and dies, and provided complete turnkey consumer testing set-up and analysis.

When the new product line launch was underway, Manchester’s professionals were replaced, as planned, with an in-house team of full-time employees.

The Impact
As a result of a successful strategic planning process, our client is implementing a new growth strategy that should result in a significant improvement in profit margins and lessen the client’s dependence on one major customer.

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