Blueprint Strategy Advisors
Your Solution to Maximizing Start-up Success and ROI
The most successful ventures are underpinned by a clear strategy or blueprint. In particular, early and effective marketing is critical to ensure the right message to the right audience to maximize Sales, ROI and ultimately, Share Value. For Start-Ups, optimize success & growth using the most cost-effective and quality marketing model. For Investors, protect and enhance your investment.
About
BSA provides you with an easy and cost-effective turnkey marketing solution (and resident CMO) for early stage and rapidly changing companies. Engaging our services provides clients with the critical marketing components required to go to market with a solid brand, positioning and strategy. This engagement typically takes 3 months and is then easily handed off to more junior staff to implement.
In a standard start-up approach, many founders do not appreciate or understand the critical value of Marketing early in the ideation, development and go-to-market stages. Frequently, the marketing message and product positioning is largely focused on technical aspects. Founders (who are often engineers/scientists/technical), attempt to take on marketing themselves and realize too late that marketing isn’t working well, and sales or financial targets are not being met. Subsequent course-correction becomes costly and time consuming.
Start-up Challenges
Effective marketing not engaged early in the process results in inefficiencies, poor quality and loss of potential sales.
Value of Marketing Underestimated
Many founders do not appreciate or understand the critical value of Marketing early in the ideation, development and go-to-market stages.
Confusing Messaging
Often, the marketing message and product positioning is largely focused on technical aspects. Difficult for clients/customers to understand your company and offerings. Variations on descriptions erode brand equity in the market.
Expensive Corrections
Repeated and costly iterations of product descriptions, branding, website, etc.
Founders eventually bring in marketing that is too junior/not strategic enough, thereby expanding further on existing substandard marketing foundation.
Inefficiencies
Founders/Engineers/Product Development distracted from true core competencies in trying to fill the marketing gap.
Our Solution
Cost Effective & Impactful
Early-stage, short-term consultation to establish critical marketing table-stakes, that can be handed off to a more junior and cost effective marketing resource to implement.
One-time solid, foundational approach without the need to make multiple and costly/confusing changes. Benefits of an executive marketer without the long-term, costly commitment to a senior full-time resource.
The senior team can focus on what they do best, adding efficiencies and productivity across the organization.
Impactful Results
Key Business Levers Maximized
Conserve Budget
Estimated savings of over $200K over two years.
Maximize Sales Effectiveness
More powerful and consistent pitches. Accelerated revenue and demand generation.
Product Articulation
Clear and consistent product descriptions and strong value proposition that resonates with your target market.
Customer Connection
Optimized interest and enhanced loyalty.
Brand Integrity & Impact
Targeted and consistent branding to maximize market recognition, reputation and equity in the space.
Effective Corporate Positioning
With brand integrity and sales cadence, positions company for future investment rounds and optimized share value.
Consulting Services
Pricing on a Case by Case Basis
Assessment (~ 1 month)
Detailed review of existing Business Plan/Strategy and growth projections. Discussions with key stakeholders (CEO, Sales, Product, Tech, Customers, Investors). Assessment and analysis of stakeholder feedback. Review of existing materials and any current marketing tactics to date.
Output (~ 2-3 months)
Marketing “blueprint” and guidelines to be used in all communications (e.g., sales pitches, marketing campaigns, PR, Comms, etc.). Clear and consistent product descriptions & positioning, value proposition(s), company overview, executive profiles, brand guidelines. High level GTM strategic elements including (but not limited to): sales enablement and support, content marketing, social media, public relations and communications, SEO & SEM, demand generation.
Additional Services
Assistance with recruitment of junior marketing resource, freelancers and/or agencies. Review of marketing campaign effectiveness (including implementation of executive dashboard for monthly reporting).
As Required
Ongoing, ad hoc guidance (e.g., direction on tactical delivery, future product or marketing launches, etc.). Representation on executive team for credibility to investors/market. Consulting on any other marketing requirements.
Testimonials
“Laura is one of the brightest most polished executives I have had the pleasure of working with. She possesses a brilliant business mind and exceptional leadership skills both strategically and operationally. A logical thinker and a proactive strategist, Laura is a leader who can push a business forward and navigate any challenge that may arise. Simply the best senior executive I have had the opportunity of working with throughout my career.”
Tim Lambertus
VP Product, BlueDot
“Laura is excellent at identifying a requirement, developing a strategy, getting buy-in and making sure results are delivered. A people person, Laura's strength lies in her ability to make everyone working with her understand their contribution is valued.”
Claude Galipeau
EVP Corporate Development, CBC
“Laura is the consummate professional/executive. Laura is a supremely skilled executive that is extremely flexible in her abilities as she can lead in any business setting and always produces remarkable results. I would highly recommend Laura as a senior executive.”
Erin Abbatangelo
Partner, Salted Whiskey
About Me
Laura Tanner | Principal Consultant
Laura’s combination of both start-up and corporate experience uniquely positions her to contribute throughout the many growth stages of a company. As a generalist, she is skilled in developing powerful strategies for all facets of marketing and ensuring a successful launch for new market entrants.
Laura is a proven marketing executive with over 20 years of senior marketing experience. After attaining an Honors Bachelor of Science from the University of Toronto, she quickly became a pioneer in the digital space where she worked with early-stage start-ups, and segued that experience to several large corporations, as a growth marketing and digital trailblazer. She is a seasoned expert in maximizing sales growth and brand effectiveness.
Most recently she has consulted with several start-up organizations guiding their entry to market with a solid strategy. As a director of several award-winning marketing campaigns, Laura knows how to identify the requirements to best position a company or product to resonate with the market and its customers.
START-UP EXPERIENCE
Senso.ai, Peripheral Data Inc., Yesmail (Digital Connexxions), Sure Inc., Total Insurance Payments, Cinchy, mdBriefcase.
CORPORATE EXPERIENCE
Manulife Financial, John Hancock, Scotia iTrade, Royal Bank of Canada, Canwest Media.
Contact Me
Start-Ups | Optimize success & growth using the most cost-effective and quality marketing model.
Investors | Protect and enhance your investment.
(416) 399-7062