It Takes More Than a Great Idea to Make a Great Company
From worldwide marketing for a division of JVC, to dozens of startups, for three decades I’ve helped technology companies launch, scale, and succeed. Leading teams of professionals — including marketers, attorneys, accountants, designers, and engineers — I help founders, directors, and managers craft plans and carry out the mission of the business.
Strategic Planning
Frenzied activity is no substitute for sound strategy. Use market forces analysis to find your ideal customers and position.
Measurable Marketing
Exponential growth comes from incremental advances. Measure activities, big and small, and back your winners.
Product Development
Listen to customers. Build solutions to clearly defined problems. Add features and complexity sparingly. Measure, and iterate.
Operations Management
The world has changed. For companies of all types and sizes, 'doing more with less' is the new normal. Proceed accordingly.
Legal Services
Formation, fundraising, IP, HR, sales and partnerships, a fledgling company needs a surprising amount of legal support.
Fundraising Support
Investors are a risk-averse bunch these days. The opportunity had better be compelling, and your pitch rock solid.
Greg Newman catapulted JVC to triple-digit annual growth and #1 CD-R brand in the world.
Richard Young, President, JVC Information Products
Portfolio
Building Brands. Driving Growth.
PureMSK
Medical Face Masks
Zadara Storage
Enterprise Data Services
Parsec Automation Corp.
Manufacturing Management
Vigilistics
Manufacturing Analytics
Veestro
Food-as-a-Service
BluStor
Multi-Factor Authentication
Pipit Interactive
Social Commerce
vWise
Interactive-Video Fintech
Capton
Wireless Beverage Managment
Superconductor Technologies
Cellular Network Performance
Vision Solutions
High-Availability Software
JVC
CD-Recording Solutions
Vigilistics
Process Data Analytics & Traceability Solutions
Challenge
• Patented software that helps manufacturers operate more efficiently, by analyzing process-level data
• Bloated product trying to do too much: 'Swiss Army knife' approach but conservative customers want separate, specialist solutions
• Minimal penetration at name-brand accounts: Nestle, Kroger, Dean Foods, Leprino, etc.
Solution
• Repositioned company as classic disruptor: fast, easy, affordable SaaS alternative to legacy systems
• Transformed product 'suite' into 'portfolio' to reduce sales friction and provide upgrade path
• Launched "Visibility. Knowledge. Control." branding campaign to promote benefits of Vigilistics' new approach
• Targeted senior executives with revamped collateral and sales messaging: 'benefits' not 'tech'
Results
• Increased revenue 4x YoY
• Sold company to strategic buyer at 400% YoY increase in EV
Veestro
Food-as-a-Service
Challenge
• 'Food as a Service' (FaaS) category new and unproven
• Founders were marketing exclusively to vegans — a 'micro-niche'
• Company lacked process, infrastructure to handle rapid growth
Solution
• Repositioned company as provider of 'health solutions' not 'food'
• Introduced affiliate channel program to leverage national network of health, fitness and diet professionals as commissioned resellers
• Raised seed funding from private investors, to fund strategic marketing programs and operations build-out
• Revamped website using Shopify platform and third-party apps for subscription management, relationship marketing, etc.
• Expanded blogger influencer campaign to include four audiences: 'plant-based eaters'; 'concerned moms'; 'savvy seniors'; 'health nuts'
• Launched social media and PR campaigns to 'health' audiences
Results
• Grew to $3 million ARR run-rate
• Grew to 2,400 customers nationwide, with 73% re-order rate
• Average order value $204, with $61 acquisition cost
BluStor
Multifactor Authentication
Challenge
• Revolutionary new Bluetooth-based mobile security hardware/software solution at concept stage
• Founder Finis Conner needed to raise awareness among partners, customers, to generate trials and raise capital
• Hardware prototype designed, but software needed to be designed and built
Solution
• Designed 'Secure Mobile Briefcase' app for tablet and smartphone
• Launched "What's Possible..." branding campaign to help people understand and appreciate the value of BluStor's novel approach
• Handled corporate formation, securities, other legal issues
• Targeted large enterprises; governments; complementary mobile security providers; other channel partners
Results
• BluStor formed a partnership with one of the world's largest digital security providers to produce an application of the BluStor technology
• Raised seed funding
vFormed partnerships and working relationships with HP, Samsung, Micron, other complementary companies
• Grew EV 500%, merged with complementor
Pipit Interactive
Social Commerce
Challenge
• Retail e-commerce software maker was struggling to gain traction
• Product too cumbersome, not easy to integrate with existing e-commerce platforms and systems
• Company not able to demonstrate ROI for retailer
Solution
• Repositioned product as 'funnel expander' for retailers
• Focused on e-commerce platform providers as 'sales multipliers'
• Turned fledgling 'tool' into web-based software 'solution'
Results
• Pipit secured $1.4m Series A Preferred equity financing
• Awarded US patent for key technology
• Landed high-profile engagements with premium fashion retailers: 7ForAllMankind, Guess
vWise
Interactive Video
Challenge
• Financial advisor founder recognized that investors don't read; wanted to create video-based investor materials
• Vague concept, not yet a product; no paying customer had been identified
• Company needed to craft a focused go-to-market strategy
Solution
• Identified 401(k) market as 'beachhead'
• Created and built complete system — HD video tutorials, with interactive software and database connection — to automate 401k enrollment
• Built company infrastructure and systems: HR, legal, development, data center
• Crafted SaaS sales model and and channel marketing strategy
Results
• Launched company in midst of 'Great Recession' and grew revenues each year, to $125K Monthly Recurring Revenue (CAGR of 361%)
• Signed distribution partnerships with largest 401(k) recorkeepers, including Sungard, Schwab, DST
• Added over 40 recurring-revenue customers, including AXA Equitable, Citistreet, The Hartford, PNC, Mutual of Omaha, Morningstar, Standard & Poor's, more
• Average deferral rates increased by 35% among new enrollees at vWise clients
Capton
Wireless Beverage Management
Challenge
• Maker of liquor management systems was struggling, due to legacy hardware and software, and lack of strong customer support process
• Capton needed to demonstrate solid revenue growth to secure new funding
• New CEO brought in to re-tool business model, products, and customer service, without disrupting existing relationships
Solution
• Re-introduced Capton brand, with "Raising the Bar" tagline and new imagery, colors
• Revised sales strategy, to sell "portfolio management" systems to large hospitality, restaurant groups
• Revised software, to offer better support to managers: integrated analytics, alerts and notifications
• Targeted promotional campaigns: hotel groups, casinos, corporate-owned restaurant chains
Results
• Stemmed loss of existing clients, added new clients, including one of the world's largest restaurant groups, with over 1,500 restaurants in the U.S.
• Raised funding from new and existing investors
• SaaS model is helping to streamline implementation, lower costs, and increase average overall revenue per customer
Superconductor Technologies
Cell Tower Performance
Challenge
• Wireless performance enhancement solutions based on High-Temperature Superconducting (HTS) compete with entrenched substitutes and seen as experimental, not ready for large-scale deployment
• Selling to second-tier carriers, and needed a major order from a top-tier carrier to validate technology
• Selling direct, no partners or reseller channel
• STI was organized like an R&D company, not an operating and marketing company that is prepared to sell large numbers of units
Solution
• Re-positioned STI as “maximizer of network investments”, a message that appeals to carrier CFOs, network mangers and technical administrators
• Created sales materials system to describe benefits, not just features, of technical solutions
• Created comprehensive RF front-end “solution” using existing, complementary technology (both STI and non-STI products) together with cutting-edge HTS solutions
• Targeted investor relations campaign to help boost flagging stock, aid in acquisition efforts
Results
• Increased Q1'01 revenue 150%, compared with Q1'00; increased Q2'01 revenue 122% compared with Q2'00
• Landed order from world's #1 wireless carrier
• Signed contract for 1,000 units with prominent regional carrier, doubling total units in field
• Signed agreements with major international carriers, including China, Brazil, others
Vision Solutions
High Availability
Challenge
• Undifferentiated software product competing with strong substitutes, including in-house solutions and for-sale software employing alternative methods to meet same need
• Company was selling product rather than solution, discounting its strategic importance, and giving away installation and maintenance services
• Selling direct, no partners or reseller channel
Solution
• Re-named company, repositioned ‘high-availability’ software as cost-effective ‘downtime insurance’
• Created Vision Industry Partner (VIP) program and signed up 28 reseller partners worldwide in less than two years
• Partnered with IBM Global Services; sponsored 1996 Olympics in Atlanta using Vision Solutions software to power real-time scoring reports
• Split software into modules, to extract maximum value; increased sales price from $30K average, to $100K
• Created entry-level, feeder product based on flagship software
Results
• Increased annual revenue from $6m to $28m in under 24 months, for a CAGR of 215%
• Named to Deloitte & Touche's Fast 50 and Inc. 500 Fastest Growing Companies lists four years in a row
• Sold company for $65m cash in 1999
JVC
CD-Recording
Challenge
• JVC, largest OEM of CD-Recording systems, wanted to market CD-R systems under its own brand
• Was competing against established brands with budgets 10x size, and JVC corporate mandated that this division gain marketshare while remaining profitable
• Could not alienate competitors, to whom it sold CD-R systems as OEM
Solution
• Positioned JVC as the #1 selling drive worldwide, to combat users' fears of purchasing device that might be non-standard and have technical problems
• Struck partnership with Macromedia (Adobe) to provide value-add software as part of JVC-branded CD-R bundle solution
• Sourced CD playback devices, including 7-disc changer, 200-disc library, etc. to create 'complete family' for a compelling reseller offer
• Leveraged introduction of Windows 95 to run subsidized ads in major PC reseller channel and consumer publications
• Targeted direct-response campaigns to 'power user' segment: featured 'pro' bundles
Results
• Increased revenue 330% (CAGR) for three years
• Vaulted to #1 brand worldwide in under 24 months
• Increased per-sale profitability even as average unit price plummeted by more than 70%
• Secured distribution through major retailers, including CompUSA, Computer City, and others
Express Response
Automated Customer Support
Challenge
• Revolutionary new "intelligent" automated email response engine
• Customer support managers needed to be educated about the need for an automated agent
• Partially automated CRM software features appeared similar to Express Response's fully automated capabilities
• SaaS model not well understood by buyers
Solution
• Positioned Express Response as ideal point solution, regardless of organization size, or agent-facing CRM software installed: "We are CRM agnostic"
• Formed Customer Advisory Board to improve understanding of needs and key purchase drivers and shape future product direction
• Expanded product capabilities to include automated knowledgebase management, using intelligence gleaned from customer inquiries
• Target C-level executives, with message that customer service is a sales and revenue driver
Results
• Secured $7.5m Series A Preferred, at favorable valuation
• Express Response recognized by Gartner Group as leading SaaS and ideal customer support automation solution
• Grew annual revenue over 450% in one year, from $750,000 to $3.4m
• Recognized as Product of the Year, Company to Watch
Procom Technology
PC Peripherals
Challenge
• Young technology VAR evolving into maker of branded network attached storage (NAS) and RAID systems
• Relied in past on marketing by large technology brands it resold (Seagate, Conner, etc.) but had to create its own brand
• Strong reseller channel relationships but no retail distribution
Solution
• Launched first reseller channel ad campaign; voted #1 campaign of the year by Intelligent Electronics retailers
• Designed retail packaging and promotions, and secured retail distribution through CompUSA, others
• Integrated engineering and customer service into regular product planning forums
Results
• Grew revenue from $18m to over $75m in under three years
• Successful IPO (PRCM); valuation three years later: $1.1 billion
Parsec
Manufacturing Operations Management Solutions
Challenge
• Undefined software platform being sold as a 'toolkit' rather than solution to specific problems
• Weak product roadmap due to lack of product management and user experience design teams
• Stagnant growth at existing Fortune 1000 customers; no account management and planning
Solution
• Revamped brand messaging around 'smarter software for smart manufacturing'
• Built frameworks for solutions to specific problems, based on user feedback and requests
• Maximized limited budget, using social media, search, video, webinars
• Hired sales VP for company; worked hand-in-hand to create and build regional/channel model
• Built lead nurturing program, to feed new inside sales team, regional managers, and channel
Results
• Grew revenue 35% YoY 2016-2017, 50% in 2018
• Shortened sales cycle with simplified license and SaaS model
• Tripled sales pipeline, to provide 3x coverage of revenue growth target
Zadara Storage
Enterprise Data Services
Challenge
• Small upstart competing against giants: Dell; HPE; AWS
• Sold as a storage 'toolkit' rather than solution to business problems
• Weak sales pipeline; no enterprise sellers; marketing focused on events
• Strong growth at existing customers but not enough new logos
Solution
• Built a marketing team: product, demand generation, marketing automation, web, social, etc.
• Re-launched brand as a 'challenger' dedicated to managing business and IT risk
• Created campaigns for specific use cases, e.g., backup and disaster recovery
• Added regular schedule of webinars, driving deeper engagement for minimal cost
• Worked with senior team to create and build partner channel program
• Built company's first lead nurturing program, using Pardot and Salesforce
Results
• Grew revenue 37% in 2018 and 46% in 2019
• Named Deloitte Technology Fast 500 in 2018 and 2019
• Generated over 500% increase in Free Trials
• Increased MQLs by 300% with just 25% budget increase
PureMSK
FDA-Cleared Surgical Masks
Challenge
• Startup surgical mask manufacturer; team had no experience with FDA rules
• Consumer sales strategy was outsourced to distributor, causing channel conflict
• B2B sales stagnant: priced much higher than imported surgical masks
• Legal: FDA demanded changes to packaging; multiple resellers late to pay
Solution
• Pivoted away from B2B and focused on D2C; sold through branded website, Amazon, resellers
• Revamped product packaging for FDA compliance; created bulk-pack offers, to increase AOV
• Launched "Breathe the Difference" campaign to promote as a premium product
• Search engine marketing and email to drive 'high intent' consumers
Results
• Grew to $48M ARR run-rate through channel and direct
• Key metrics: AOV: $77; CAC: $18; LTV: $266
• Packaged company for strategic asset sale
Greg Newman helped us build Vision Solutions into a world-class company, featured on the ‘D&T Fast 50’ and ‘Inc 500’ lists four years in a row.
Building Valuable Brands Through Focus on Fundamentals
Gregory C. Newman
CEO | COO | CMO
Building Brands. Creating Value.
How do you build a successful startup and deliver shareholder value? By building a great brand. Your brand is not a logo, or an advertisement. Your brand is a promise that experience will meet expectations. And growing a brand means being able to deliver on your promises, reliably and at scale. I build strong brands — and shareholder value — through creative strategy, coordinated execution, and a relentless commitment to improvement.
I work best as a strategic leader, partnered with a visionary founder, and seek engagements that allow me to participate in the company's success.
In less than a year Greg Newman helped me stabilize a tough turnaround, grow sales, and get acquired — at a 400% increase in enterprise value.
Michael Stephens, President & CEO, Vigilistics
Hire Me
Ready to get started? Choose the engagement model — project, fractional, full-time — that best suits your needs. Or contact me to discuss a custom program.
Project
Have a specific project or defined need? Hire me on an hourly basis, or at a flat rate. I am happy to work within your budget and timeline.
Greg Newman helped us connect with senior executives — an audience we had not been able to reach previously — land an order from the world's #1 wireless carrier, and increase our share price by 150% in under ten months.
Michael Williams, Director of Marketing, Superconductor Technologies
Contact Me
Questions? Comments? Ready to get started? Email me.
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