TQ White II Job Application

Summary

Based on strong communication skills, deep knowledge of computers and the internet, and practical business skills, I have helped sales organizations increase revenue, production organization revolutionize processes to reduce costs, and maximized application of capital while constructing entire companies.

I am especially skilled at helping customers understand technology and technical people understand customer needs in the context of sales, marketing and implementation management.

History

Restorion, 2001-2004

Founder, CTO and President
Automatic online backup of personal computer files using the internet.

Sonoran Scanners, 1998-1999

Product Line Manager
Startup company developing a UV direct-to-plate imaging system for the newspaper industry.

Krause America, 1996-1998

American Marketing Director
Manufacturer of digital, direct-to-plate imaging systems for the printing industry.

Scitex America, 1989-1995

Manager Sales Support, National Accounts
Manufacturer of computer equipment for the printing industry.

R.R. Donnelley and Sons, 1978-1987

R&D Engineer
International printing company. Worked in the R&D group inventing digital imaging technologies.

University of California, 1978

Bachelor of Science, Electrical Engineering and Computer Science

Accomplishments

Consumer Products Community Branded Website

The client sold its products through specialty stores. The assignment was to develop a website to support the brand by engaging the members of the target market, teenage girls, with community-oriented activities. After completion of e-commerce and information functionality, attention turned to enhancements that would increase the site’s ‘stickiness’ and the number of return visits. I developed a custom bulletin board that allowed the girls to select one of the company’s characters as her identity and then exchange messages with other girls who chose that character. Subsequently, e-cards were implemented that provided another experience whose primary function included sending of branded messages to other girls. Finally, a game was devised that offered prizes for girls that used email to attract other girls to the site. These resulted in a vast increase in traffic, time spent on the site and return visits.

1996 Marketing Weblog

It had become clear that the internet was a critical part of a company's marketing presence but no one had any idea how to getone. My assignment was to get the company online immediately. With no external support, a website was developed that included a full company catalog, library for technical resources, customer interaction area (a form that sent email), and, on the front page two dynamic elements. One was a marketing statement that changed infrequently. The other was an informal editorial observation that changed almost every day. At the time, this was a completely novel feature. The website enjoyed considerable traffic and notice in the industry community because of it.

National Accounts Plan

The assignment was to create a new national accounts program to stop the defection of large clients. Interviews determined that geography-based coverage of national clients combined with lack of continuity of technical sales analysis were the primary problem. The plan organized sales coverage purely nationally with technical sales support reps assigned permanently to local client facilities. Thorough analysis of previous and potential sales integrated with detailed plan for utilization of human resources convinced company management to continue the National Accounts program under the new plan managed by the plan’s authors.

Internet Company Business Plan

My assignment was to determine feasibility of building a business based on an internet product and to attract capital to implement the business unit. The competition was surveyed and characterized. Software suppliers were located. A multi-year economic model was developed testing multiple pricing scenarios and variations on the level of technical support, product parameters and pricing of various suppliers. A two-tier sales plan was developed to support a highly scalable, low-cost initial sales effort. Potential sales reps were sought and tentatively committed. Customer technical support resources were identified and a partner selected. An engineering management company was located. The project was documented in a formal business plan. The result was that, in two phases, $700,000 in capital was recruited, the company built and sold to a competitor.

Industry Trade Show Presence

A plan was needed for the largest trade show of the year. The goals were to develop leads, introduce our new product concept to the industry, and excite the new distributor network. An unusual concept was devised where the booth architecture mirrored the product message of ‘workflow’. Costs were reduced by the recruitment of over seventy-five distributor staff and nearly a million dollars worth of loaner equipment. Execution included writing a song (to the tune of Walk on the Wild Side) describing product virtues, writing a marketing script for the booth comedy presenters, running the technical integration project for the booth demonstration system, managing the booth design and construction. Onsite accomplishments included two front page mentions in the show daily, three joint marketing agreements proposed to the home office, and several dozen leads for projects exceeding $400,000.

Product Development Marketing Plan

The assignment was to determine if the new product concept was viable and, if so, discover the size of the market, competition, key players and prospects, performance and price requirements, and detailed product specifications. Relationships were sought and developed with key target industry managers. Examination of industry production practices and costs were modeled to provide price point and performance information. Since the product concept had a consumables component, leaders in this industry segment were found and technical feasibility was confirmed. An initial media partner was confirmed.

A survey was made of the competing products and found to have substantial competitive benefits. The client industry was sorted to identify the prospect category. A document was developed to characterize ways to approach them, their trade shows and other communication opportunities, internal decision processes and identities of the earliest prospects. An agreement was developed for an alpha customer. Finally, detailed technical specifications for the product and its integration into existing customer systems was written. The product worked and the company was sold to a competitor.