Two Roads to Market
“Two years ago, we started what I call the Whiteboard Group,” explained Schwachenwald. “We literally used a whiteboard during our meetings to discuss ways we could partner with one another to target key accounts in various industries. The group is made up of accomplished professionals in a variety of industries. One person in the group is an entrepreneur who invents different [products]. We help him take them to market and do the branding and cross-selling. Another person is involved in a warehousing, distribution and fulfillment business that receives a tremendous amount of print into its warehouse,” she continued. “Additionally, there are professionals in marketing, design and radio. We explored ways to procure the print for the clients utilizing that warehouse service, and established an alliance, if you will. Over time, we have developed and nurtured these relationships. Now, we are really striking out and are starting to see some real revenue streams coming in as a result.”