Client Successes
Neuro Kinetics, Inc. (NKI) is
the world leader for custom engineered motion simulation
systems for vestibular research, and leading edge clinical
rotary chair systems. NKI works closely with top researchers
and thought leaders in the balance field to engineer unique,
state of the art systems with digital technology, to
complete various new tests. Through this research focus, NKI
pioneers new leading edge equipment and protocols for the
clinical environment, constantly updating its technology to
help the clinician more effectively diagnose and treat
vestibular disorders.
Challenge
Neuro Kinetics first approached Aceda for help in identifying the
potential of a new service offering. They were looking to
build upon and reinvigorate existing customer relationships,
and increase both short-term and long-term revenue growth.
Later, Aceda was asked to help
further develop NKI's business plan and raise the capital
necessary to pursue newly identified market opportunities.
Solution
In assessing the potential of the new service offering,
Aceda first conducted a series of customer interviews to analyze
the current relationships between NKI and its customers, and
quantify the elements of a new service offering. Aceda collected information on
maintenance needs, and analyzed this information to segment
the customer base into two distinct groups. After validating
the product concept, Aceda started to build the solution by
completing an internal analysis of the ability to deliver
and the cost to offer the service.
Using the segmentation information,
Aceda created the appropriate maintenance offerings,
including pricing and all marketing collateral. After
developing a customer database, Aceda initiated an action
plan including the implementation of a direct mail campaign,
and a follow up telemarketing campaign to help communicate
the value and accelerate adoption of the new offering.
Through the current Acting VP of
Marketing role, Aceda is now working with Neuro Kinetic's
management team to refine the company's positioning and
strategy, and to focus its efforts on a newly defined growth
strategy. Aceda is supporting NKI's efforts in
acquiring $750K - $1 million in new funding. The
raised capital will allow Neuro Kinetics to implement its
new business plan by completing the development and launch
of 2 products, and aggressively pursuing a larger piece of
the clinical neuro-otology market.
Results
In less then 2 months, Aceda was able to help successfully
launch new maintenance plans that initiated new sales
revenue less than 1 month later. By identifying key customer
needs, Aceda helped accelerate short-term revenue growth
while helping reinforce long-term customer relationships.
With Aceda's help, Neuro Kinetics
has drawn the interest of a number of potential investors
from which it expects to raise capital by summer 2004.
Aceda will play an active role in implementation upon
securement of funding.
Additional Information
Roles - VP Marketing
Tenure - 23 months, 8 months as VP Marketing
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