Initial Customer Issue – OCS, since the 1990’s, has created several patented products which provide grease containment solutions to restaurants but, in 2009, despite modest revenue increases, had a net loss of almost seven figures. The owners of OCS contacted Individual Advantages to analyze issues and provide recommendations to make the company profitable.
Solution – A three month BizVision process reviewed the company’s marketing and public relations strategies, product design and manufacturing procedures, sales and distribution processes, accounting systems, and financial metrics. A multi-year plan was developed and implemented. The BizVision process revealed several opportunities to improve operational efficiencies and the first was the improvement to manufacturing processes, which reduced the cost of production. We renumbered the bill of materials and created a more formal business process reengineering of the supply chain to manufacture to distribution of all products. To provide OCS’s management with clearer and more accurate financial metrics, Individual Advantages also restructured the entire accounting system. The next was streamlining the sales and distribution models, to refocus sales and marketing efforts towards a more direct to market distribution strategy. We also provided new POS materials and brand imaging to support efforts in active participation of industry specific associations and robust industry trade show programs. By using a reoccurring email campaign, we implemented a newsletter that keeps distributors and clients up to date with new product roll outs, industry specific events, and changes to regulations. This further adds credibility to Omni as an industry expert.
Business Impact – In support of the overall marketing strategy, Individual Advantages also helped Omni Containment Systems get nominated for and ultimately voted onto advisory seats with numerous industry specific associations. OCS also successfully and profitably increased its product line from four units to over ten units. As forecasted, OCS realized year over year annual revenue increases of 65% in year one and 40% in each of the subsequent years. From 2009 to 2014, OCS had a realized profit growth of over 1,000%, active customer base growth of over 240%, and average sale by customer growth of over 500%. Individual Advantages continues to provide ongoing support to OCS.