Business Case Development
The financial model is a multi-year cash flow model based on detailed assumptions
about the product, customers, marketing budgets, and marketing program
effectiveness collected from historical data, market research and experience.
model tracks a prospect from solicitation to sale to customer retention
It establishes a base case and enables you to test investment trade-offs,
identify high leverage opportunities, break-even points, performance against
plan and what-ifs.
allows you to evaluate the big picture, with the ability to understand
differences in performance segmented by market and product.
model evolves over time, becoming increasingly accurate and relevant, as
it is continuously updated with future program results and further customized.
serves as an excellent custom reporting device (I.e. automated
A Couple of
Provided business analysis for the GM Card program in the U.S., as well as
subsequent models for launches in Canada, Mexico, England and Brazil. The
models provide a complete picture of the company, incorporating assumptions
about the product, economic factors, banking fees, marketing budgets and
the effectiveness of each marketing channel.
As a result of
these models, GM confidently expanded into Canada and England, cautiously
entered Brazil and avoided Mexico. Different product configurations were
offered in each country based on maximizing the results from each financial
After the launch,
the U.S. model was updated to include actual data and drove decision making
for ten years, including the decisions to:
the partner program
- Eliminate the
gold card product
- Shift to a new
tiered rewards program
Our custom financial and marketing planning tool sized the market for
a new drug based on population demographics, mortality rates, and treated
and untreated universe by disease for which the drug can be marketed. It
incorporated details about media spending, DTC, professional spending, and
a compliance and persistency program. The user could then test various marketing
strategies and budgets, and learn the expected sales mix and financial