case studies

Engagements Mark worked on at Stratapult Advisors and beforehand.
Global Aviation Support Company
Provides business jet operators trip support, ground handling, fuel, and software    
Situation
  • Unsure how to align with changes in the market—new buying behaviors, additional competition, and innovative technology
Actions Taken
  • Managed design of future business model to expand target customer segments and align with market changes
  • Invented and led creation of algorithm based fuel pricing
  • Designed and implemented bundled pricing of products and services
  • Led multiple cross-functional projects, including Agile Scrum software development
Results
  • Company EBITDA increased >50%
  • Clearer strategic vision, with organization wide buy-in. Transformation spanned branding, product portfolio, operational processes, and technology
  • Better aligned prices and customers’ perceptions of value by shifting from a la carte only to options such as bundles and subscriptions
  • In the first four months, fuel gross profit increased by >17% for target segments  

National Parking Company
Situation
  • Desire to increase profitability during an economic downturn
Actions Taken
  • Revised marketing strategy--brand positioning, advertising allocations, ROI analysis
  • Oversaw website redesign
  • Instituted new pricing model
Results
  • Website awarded Best 2009 Transportation Website by the Web Marketing Association 
  • eCommerce revenue increased >100%
  • Marketing ROI doubled

Software Startup
Situation
  • Unable to sustain cash burn, at risk of going bankrupt 
Actions Taken
  • Redefined product scope and target customers, with a focus toward most profitable offering with shortest sales cycle
Results
  • Cisco acquired the company for $125m two years later 

Global Hotel Company
Situation
  • Struggling with commoditized, standard rate negotiations for rooms with large corporate accounts
Actions Taken
  • Designed and implemented pricing model that was new to the industry 
Results
  • Pilot increased revenue 25%, worth $50m per year
  • Strategy deployed across multiple segments globally

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