CASE STUDY: PRstore [acceleration]

The Case

A rapidly-growing national franchise providing advertising and marketing services from the convenience of a storefront location hits a plateau threatening future growth.

The Challenge

After a successful launch, some PRstore franchises were struggling under the existing business model. Revenue was limited by a business model that required too many one-off, low-dollar sales, national marketing dollars were limited and differing opinions existed among members of the management team regarding future direction and tactics. The company realized they needed to reconsider who they were—and who they hoped to become.

The Approach

Concentric initiated an 8-pronged study to more clearly define PRstore’s position and future direction. No stone was left unturned–including franchisee interviews, secret store shops, a comprehensive study of small business owners and four in-depth, day-long “birthing” sessions with senior management.

The research led to a realignment of PRstore’s core strategy, moving from a company that sold less sophisticated products to a company that provided multi-tiered marketing solutions for a new, but narrower, target. This dramatic shift was supported by the creation of a new business model that focused on more involved engagements with fewer customers. The brand position has been applied across all marketing vehicles including web, direct mail and broadcast.

Key Action Steps

• Small Biz Survey
• Internal Facilitation
• Current Client Interviews
• White Space Analysis
• Brand Platform Creation

• Content Management Website
• Franchisee Interaction Web Tools
• Advertising
• Target List Acquisition

The Results

Concentric helped the PRstore find the whitespace in the marketplace, which allowed many franchises to double and triple revenue.