I have had my first set-back at ZENECIST. The “green” product design I’ve had running in the back of my mind for years, for which I produced a set of drawings a custom fabricator could evaluate, has failed the do-ability test.
That is, it can’t be made for a cost for which I could sell it as a good value.
You see, to make money on products such as the one I had in mind, aimed at the $19-24.99 target markets you find in the Publisher’s Clearinghouse database or direct marketing TV & online media, you look for a multiple of at least 6. That is, a $19.99 product must be landed at a distribution center for $3.33, with advertising, fulfillment, operations & administration, and profits accounting for the $16.65 remaining.
Knowing What I Don’t Know
Given I’ve never manufactured a product myself and have only helped clients as relates to marketing their innovations, there’s a lot I simply don’t know on the subject. And somehow, the arrogance of my youth, the sense of infallibility and destiny, has delightfully deserted me for a much more pragmatic and simplified point of view.
The first step in my process: get immediate feedback from experts. So once I had my product drawings I contacted a local fabricator, and as luck would have it I connected with a pro named Tom, the VP of Sales for a fabricator who offered 3 different fabrication methods, including injection molding for which I thought my product a candidate.
A quick cut to the chafe*: while the idea was appreciated, the mold alone for my product would be about at least $50k, and until we really got to the manufacturing to scale each would cost $9+ to make and $54 at retail using a multiple of 6 rule.
That is, a minimum viable product required a $75K investment. And at this price, there was no possibility of prototyping the product for market evaluation prior to full production. While possible for some, it was way out of my budget; I don’t think market research alone could provide anyone with enough assurance of its viability, much less its value at the opening price point.
Swish—into the circular file it flew. You’d think I’d be crushed. I am not.
Because while the tool as designed was impossible, the need for its function remains.
That’s really where working with pros helps. You see, as Tom and I talked it through, he had an idea where I could create a product offering the same function, with more user options and flexibility, for a fraction of the cost of my first design. And, the tooling and manufacturing/product assembly were greatly simplified; I even anticipate being able to complete the prototype assembly by hand to start.
The elegance of simplicity again wins the day. I’m no longer obsessing on this product; it’s onto what’s next. And yes, a door closes, a window opens. At age 72 I have never known it to be otherwise. In fact, I see a crack in one from which I think this old mofo creator can pivot.
I’m curious to see to where it leads.
Peace, T-
* FYI—the real phrase, ‘cut to the chafe’ not ‘the chase’, was born out of a metaphor related to farmers harvesting grain, freeing the fruit from its stalk—cutting to the chafe—and not, annoyingly, from a Fast & Furious movie. (Doh! And stay off my lawn you whippersnappers!)
Velcro USA Medical Products Group, which was expanding the years we worked on the business, had a well-defined process we branded as Ingenuity through Alliance.™ The business unit does not manufacture or market finished goods, but provides in-depth product and technical support. Theirs was a very well executed strategic approach to addressing customers needs in a “genuine” partnership positioning dynamic.
I ran Thomas Marketing Services Corporation for nearly 35 years, during which time I helped dozens of innovative entrepreneurs launch new businesses and products. Some made it through their first 5 years, and try as we may, some did not.
What separated the winners from those less successful?
In every case the winners definitively established their goals and created specific strategies (WHAT you’re going to do) to achieve them with do-able tactics (HOW you’re going to achieve your strategic goals) for which they had resources.
In short, rather than flying by the seat of their pants, they defined their goals, created a plan, and then a set process in place to go about achieving their goals.
It was their deliberate process, not their plans for specific outcomes, that gave them to capability to innovate. You see, as the brilliant designer Bruce Mau so aptly wrote in his Incomplete Manifesto For Growth:
“When outcomes drive process you can only go where you’ve already been. But when process drives outcomes you may not know where you’re going, but you know you want to be there.”
– Bruce Mau, An Incomplete Manifesto For Growth
The fact is, it’s not easy to start and sustain a business. Here’s the thing: many post-5 year businesses I saw go under didn’t fail for lack of business but rather got ahead of themselves, getting over-extended failing to meet promises or stray ahead of cash flow. And rather than pivot when shortcomings became clear, they tried to fix things to pre-fall perfection, often running out of resources before the new and improved model could get to market. I’ve come close myself, and it’s frightening.
Given ZENECIST is the 7th business I’ve started since college, my plan is to take a very pragmatic and step-by-step approach to building our products, markets, fans/brand adopters, and and revenue. And I thought I’d write about it here, so you can see behind the curtains as I get this off the ground. Or not. I’m sure having fun thinking it all through.
ZENECIST is a different kind of business than I’ve ever started for myself. And, while I’m a strong brand marketer, there’re still many aspects of the online product marketing business of which I’m just learning the questions, much less know the answers.
The good news is I don’t need to be in as much of a huge rush to get it to the place I did when I had children to feed, and my professional and business abilities to prove to myself–and I suppose to my father. In fact, only one reason is driving me to do this in my so-called ‘semi-retirement’ years and my seventh decade: my interests.
And OK, that I burned through my IRA during major back-to-back health challenges to keep us in home and college tuitions, now 10 years ago, is another.
Though I think my unrelenting hatred of day-time game shows, TV bowling (love doing it) and soaps, and all the rest of the meaningless activities older adults are subjected to are equally motivating reasons to keep moving. As my dad was fond of saying, “you don’t wear out, you rust out.” Not me.
You’re Always Welcome.
Until I have flushed out ZENECIST products and launch plans, my plan is to write about how I’m getting ducks lined up for all aspects of the business. Part of my goal is to create some SEO for the site, and nothing does quite like fresh content.
Now to be clear, while I’m not in a rush I’ve still got to make things happen with reasonable speed. And to help this along, I’m going to run as lean/agile as possible, not skipping steps in the development process, but not getting bogged down any particular aspect.
Rather, then plan is to field a minimum viable (disruptor) product within a minimum viable brand. That is, I’ve identified some needs in defined markets for which there’s no current answer, and am in the process of designing and creating or sourcing products that meet the minimum expectations and needs of customers—but that delight, and are a good value.
My ‘zen sailboat’ is inextricably linked with my professional & personal brands. That’s how it should be; when it’s your brand The Difference is You.™
And then, without further hesitation short of a patent application on one product, I plan to introduce and/or stage the rollout of the product and see what happens. It’s from here the true nature of final product (and brand) will emerge. Or not.
The good news is the Internet enables us to reach and test markets rapidly and for less expense than in days past, and with more specificity.
I’ve also defined and aligned the moving parts of ZENECIST as a business and online hub, and re-formatted this website, renaming its primary landing URL from ThomasBoston.com, my former URL, which is now for sale.
I’ve also engaged a legal resource to register ZENECIST™ brand as a Federal trademark.
I’m also building out the e-Comm shopping structure for the site, and will run soon run a couple initial test products.
My initial product design is now done and going to a local fabricator for review and prototyping. I’m thankful for the years of drafting I took in high school; it’s been fun to put some scale and dimension on it.
So stay tuned. And if you have questions or ideas, feel free to contact me.
At ZENECIST, the mission is to do some good and have some fun. I hope you’ll join in.
April 2024 | Brand & Database Marketing | Background & Current Services
I am currently offering marketing and writing services including permission e-mail/database marketing and e-commence support in tandem to building out ZENECIST.
Your call/inquiry is welcome. Thanks, Tom Lanen (508) 951-0130 | Email
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OVERVIEW OF QUALIFICATIONS: THOMAS MARKETING SERVICES CORPORATION ERA (1989-2023)
(Edit: April 2024) If you’re a business owner ready to generate more revenue there’s no time better than now to kick-start your marketing to make it happen. It’s also absolutely the right moment to get out front and build revenue, momentum and brand equity–with more projectable results you can see, count and manage. Even if marketing isn’t your thing.
Why hire a fixed-cost marketing staffer or pricey agency, when I can be your go-to, get-it-done resource for a fraction of the cost? The only reason might be if you wait too long to engage my limited bandwidth, only now available after a 5-year contract as Director of Marketing for what became a 5-location retailer plus 4500+ product online store during my watch — and which netted my principal a nice endgame payday.
You see, I work especially well with business owners who don’tlove marketing but get they need it to grow, regardless of the economy. Those who want do-able options to sustain and expand their revenue streams. Well, I’m all about options. Because there is always an answer to the challenge at hand. Always. Even if you sometimes feel reluctant to gain more attention for yourself, and your business. That’s just natural.
“It’s not easy to run a business. Not everyone can do it.”
Ted Lanen (1926-2008) , Sales Engineer (Tufts EE), Owner, Leo C. Pelkus Inc., Wellesley, MA New England Manufacturer’s Rep, Emerson Electric/Wiegand
Just give me, Tom Lanen, a call and let’s have a confidential chat. Right now if you want. It costs you nothing — unlike inaction, which can cost you opportunity. 508 951-0130
If we’re of like mind and it makes sense to you, I can help get revenue-generating programs off your ‘to-do when I have time list’ and into the ‘done and kicking it column’ — fast. Because I’ve never been accused of lacking enthusiasm — and nothing gets me more fired up than working with good people ready to make a difference. And I’ve been told, more than once, my positive intensity is infectious — you know, in a good way.
A disciple of the P&G school of strategic brand marketing, my core strengths are in retail, consumer package goods (CPG), and technology sectors, including medical and healthcare. I also have a strong sense of the entertainment & hospitality categories having worked in customer-facing roles.
Projects have run the gamut of marketing strategies and tactics including branded content & writing, e-mail marketing, merchandising, and advertising & creative services for digital and analog channels.
I am well-versed in creating lead generation websites, and e-Comm shopping sites (Big Commerce, Shopify, Squarespace, WP, etc.) including user interface (UI/UX) strategies, design, imaging & content — even crunch-time posting and website population.
A Brand Is A Story & Its People, Products & Services–And Customers–Are Its Chapters.
A brand is anything but static. But if its core story–your vision–is tied to a strategic communications platform and a defined position, its tactics can be managed, measured, and executed to create revenue, momentum and equity, the sum of its parts greater than the whole.
Tom Lanen, principal, during the summer of 2022 at the Xfinity Center in Mansfield, MA where he fully enjoyed the Season Pass his 20-something sons gave to him for his birthday – 34 shows!
My mission, in partnership with my principals, is to tell the Brand Story through process-driven and compelling content that engages and informs, while addressing the real issues of customers and constituents. And those who would be.
The story, and how it’s presented, create ‘comfort levels’ needed to make a purchase decision be it as small as clicking through to a sale or as large as a capital equipment acquisition. It also helps people believe what they know, which can be a real issue, and affirms and validates their comfort.
And it’s about helping people build the confidence needed to make your brand part of their own personal and professional brands. This creates loyalty, goodwill, and salable equity, a real valuation metric – and a significant element of any brand owner’s endgame.
Tell Me Your Goals & I’ll Give You Options. Affordable, Do-Able Options.
• Permission-Based E-mail – Brand Communication Strategy/Platform, Copy, Email Formatting (via your Email Service Provider – MailChimp, Constant Contact, EMMA, etc.) Recent documented Open Rates averaging over 40% (industry average is 17% according to SpringBot ESP)
• Point-Of Sale – Art & Copy; also Large Format Printing
• Blogs – Research & Write/Post, create imaging and/or video, SEO: WordPress, Medium, etc.
• Website/Commerce Pages/SEO Copy – also populating and imaging via most CMS & Shopping Platforms: Big Commerce, Shopify, Squarespace, etc.
• Thought-Leadership Articles – Writing & editing based upon executive input
• Presentations – Video, Powerpoint, Speeches, etc.
My rate is moderate. Our first discussion is always on me. And I work to budgets – at the speed of retail. And, I take direction well.
If you engage me beyond a single project I can offer significant volume discounts, assuming available bandwidth. The longer we work together, the more efficient it gets. Cash discounts also considered.
Art and/or imaging will be quoted in advance or you can provide your own. I’m happy to work with your existing creative and marketing relationships and resources.
Need it done well and fast? You got it. I provide real value and measurable results. And, I can demonstrate it with metrics and documentation to prove it.
It’s really easy to work with me. I’m here to give you do-able and affordable options that can help make you more successful. Simple.
I’m Tom Lanen, and I welcome your call. Let’s talk a few moments on my nickel.
All credit cards and bank transfer (ACH/EFT) are accepted.
I’ve always had way more energy than was probably good for me. Too, I’ve aways felt compelled to do what some people characterize as “doing too much.” Part for it was simply to keep me interested. Though a lot of it was I was the first-born son of a successful Finnish business owner, and that’s how I was brought up. Isät & pojat! (Fathers & sons!)
Along with freelance assignments, I’ll be refocusing Deflector™, my Medium publication on The Art of Style & Well-Being for Men of Age™
A dual-brained analytical marketer and creative, I ate strategic brand and lead generation programs for lunch my entire career. And with long-term client relationships ranging upwards of 17 years, I was pretty good at executing to plan. In fact, I recently did a count, and over my career I directly helped ah, more than one client become island living comfortable. I did my job and loved most of it.
Now 33+ years into Thomas Marketing Services Corporation, including nearly a decade we stayed afloat when two health challenges almost took me out, my desire to do too much has remained, nearly unabated.
Until another of my BGOs* whacked me upside the head.
As much as I enjoy a great marketing plan, and working with a fabulous team to create some success for us all, at age 70 it’s more than I need to live my best life. Frankly, I’d just as soon let someone smarter than me call the shots– and incur the inevitable angst.
My mission too, is to help you reap the glory. I’m surprisingly well content.
Today, and with whatever time on this earth the Divine graces me, my simple strategy is to lead with my love with family and friends. They’re all I need. And with writing, it seems I can maintain the income we need to cover the retirement funds raided when I was sick.
Tom Lanen, January 2023
With aforethought and a sense of joy, going forward my sole professional focus will be writing services. Plain and simple.
Fact is, I can’t imagine a life on the beach or golf course. To me retirement doesn’t mean not working; it just means working on something you love – though maybe not 60 hours week as was once my norm.
Too, I’ve no designs on rusting out like some of my ‘retired’ pals. Not when I can actively rock my life.
Yes, I’m still here, looking forward to what’s next, positive and grateful to the core.
If you’re ready make a difference, the ball’s in your court. Because when it comes to your brand story, position, and share, the difference is you.™ Do it right, and it’s line item equity.
I encourage you to take an easy first step. Let’s talk a bit on my nickel – 508 951-0130
Peace, T-
* Blinding Glimpse(s) of the Obvious
Posted on
Clever marketing tactics? Sure — what’s your strategy?
Clever marketing tactics (HOW you’re going to achieve your goals) can only be effective (and measured) if they’re built upon a defined strategic (WHAT you’re going to do to achieve goals) platform. When this is done well, the sum of all tactics is greater than the whole–and can drive the desired return.
[Hiring an accomplished part-time marketing guy is a good start.]
Sit with anybody who watched the Super Bowl, and you can be sure they’ll comment on what is usually some of the most clever advertising on the globe. This year it was TUBI, the free streaming service out to expand its audience, who got us to go for our remote as they ‘changed the channel’ from my YouTube TV to theirs, which I know I have never done. They created action AND showed us its value by giving us samples of their programming we might never have seen. In my mind it was one of the most effective ads in years, and well worthy of the special CLIO™ Award they received as the best of the Super Bowl ads.
Business owners think: “if only we could be so clever with our marketing.” And the repressed creative within them will come up with a clever slogan, most often ending with “for all your (fill-in-the-blank) needs.”
Right.
Here’s the thing. The most clever tactics in the world are as useless as the bar napkin they’re written on unless they are tied to an actionable and measurable strategy. Their effect is as equally short-lived. Money and ROI: poof!
That’s not how P&G does it. Their brands perform to expectations because all marketing tactics are built on a strategic foundation, step-by-step.
First they decide what they are going to do; they formulate a strategy and define possible strategic communications statement/platforms based upon defined goals. And they execute their first tactic, research.
Only then, and armed with a refined strategy/statement tempered by research or other insights, do they create tactics—the how they’re going to fulfill/payoff the strategy/platform—designed to move the needle on their strategic platform.
And, as tactics are executed, their impact adds up to a brand outcome that’s greater than the sum of its parts.
Get it? Well, you’re way ahead of the curve for most business owners, assuming you can also act strategically. (But to know and not do, is not to know.)
I can tell you this, it’s only with decades of mentoring and partnering with Dave Manley, P&G’s first Brand Manager on the Pringles Brand, with whom I worked on Chinet Disposables, Boston Whaler, LoJack, Bay State Power, and Keurig/Green Mountain brands (to name a few), that I started getting good at the strategic brand marketing process and discipline. And it works.
“I worked with Tom Lanen for well over 25 years. You don’t work with someone for that long unless they bring you real value. Whether it was a poster series at Boston Whaler, a brochure at LoJack, or research, sales promotion and dealer support at Keurig, he’s always taken the time to understand my needs, and then made it happen, exceeding expectations.”
Dave Manley, Senior VP, Core Systems Innovation (Retired), Green Mountain, Keurig Premium Coffee Systems
Now hiring Dave, if you can draw him out of beach-side retirement,might be one option. Or you could make a far more moderate—and affordable—investment and hire me. I’ll listen, and then show you the best options to meet your goals. And the means to measure your outcomes.
So what’s your marketing and sales/revenue strategy for the economic period ahead? Here’s one to start: let’s chat on my nickel for few moments. I may be just the resource you need to kick-start some sustained momentum.
