 Phase 1: STGi Discovery
The objective of STGi Discovery is to identify immediate obstacles to accelerated product adoption
based on preliminary market research and interviews with executive management, board members, and select
customers and/or prospects. STGi Discovery includes the STG team's observations regarding current market
opportunities and road blocks; initial recommendations to achieve faster market penetration; and lays
out next stages of STG involvement to drive a differentiated and profitable position for the client's
products and services.
Phase 2: STGi Product Validation
During the product validation phase, the STG team conducts a thorough market and competitive analysis,
as well as product evaluation and primary customer research to explore the total market opportunity. This
analysis is used to validate product need, differentiation and target market as well as define
go-to-market positioning and strategic partnership opportunities. STGi Product Validation includes:
- Competitive matrix
- Product roadmap recommendations
- Company and product positioning
- Partnership strategy
Designed for: Early stage companies with seed or A round funding
Phase 3: STGi Go-To-Market (GTM) Planning
STGi GTM quickly accelerates new product launches and market expansion by developing an integrated
operational marketing plan that marries traditional marketing with online and social media marketing
best practices, as well as new Web 2.0 distribution models, including “freemium” distribution.
STGi GTM includes:
- Competitive analysis
- Company and product positioning
- Branding
- Pricing, packaging and distribution
- Product launch plans, including influencer relations
- Marketing, social media and demand generation strategy
- Sales and partnership strategy
Designed for: Companies with A or B round funding
Phase 4: STGi Marketing Optimization
STGi Marketing Optimization helps clients develop a metrics-driven demand generation engine that
reduces customer acquisition costs by optimizing the client’s marketing mix to deliver leads with the
best win rates, the largest deal sizes, and the shortest sales cycles. STG enables internal staff to
create marketing dashboards to monitor, measure and maximize the effectiveness of each marketing channel
and program -- and achieve predictable lead flow for growth. STG defines the necessary sales stages to
ensure a consistent lead scoring process that accurately measures lead flow through the sales funnel.
STG has in-depth experience with a number of tools required to optimize the entire customer cycle from
reach, acquisition, and conversion to retention, including web analytics, marketing automation, social
media monitoring, and CRM.
- Demand generation program testing and evaluation
- Marketing dashboard creation to monitor and improve program effectiveness for each marketing channel and market segment
- Predictable marketing to sales lead flow model
- Lead scoring process
Designed for: Companies with B and C round funding; any growth stage
Phase 5: STGi Portfolio Planning
SchulmanThorogood Group maintains high-level associations with venture capital firms and other capital
sources, and merger and acquisition (M&A) advisors/investment bankers. We provide executive management
guidance in evaluating life-cycle based models to help you decide on market-entry, investment and exit
strategies.
Designed for: Private equity or venture capital firms
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“Rand Schulman is a savvy and visionary marketing executive. If I am looking to break new ground or chart new waters, I would want Rand on my side.”
David Schatsky, President
Jupiter Research (Forrester)
“Pelin provides marketing strategy and execution that is highly impactful - making high visibility and important marketing initiatives a success. We've benefited greatly from her expertise, leadership and network “
Michael Sawyer, VP Marketing
Limelight Networks
“Pelin Thorogood and Rand Schulman are internationally recognized leaders in online marketing.
Their data driven approach and expertise in leveraging inbound marketing cues to make outbound
marketing more effective are exactly the types of strategies required today. Pelin and Rand's
unique approach is as beneficial to large international businesses as it is to agricultural
operations, both big and small, and everywhere in between.”
Todd Schmit
Ruth & William Morgan Assistant Professor in Applied Economics & Management
Cornell University
“As an advisor to the company Rand provided great strategy and guidance leading to our acquisition by Nokia.”
John Forese, CEO
Motally
“The Schulman+Thorogood Group guidance has allowed Viralheat to have the strong position we enjoy in the marketplace today.“
Vishal Sankhla, Co-founder
Viralheat, Inc.
“Rand has a deep understanding of the Freemium business model, and it was valuable to hear his
views during our first DigitalPuck webinar.”
Rob Chaplinsky, Managing Director
Bridgescale
“
Rand and Pelin have translated their unique marketing experiences and strategic insights into the
future of Content, and have presented the University with their thoughtful and provocative vision
that is inspiring Pacific’s interest in Content Engineering
”
Tom Krise, Ph.D Dean of the College of the Pacific
University of the Pacific
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