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Many people have asked me what was the secret to our market domination? Hello, my name is Lance Winslow and I am the founder of The Car Wash Guys. Before now I have not disclosed my secrets of grass roots market; a strategic plan we used city after city to market our franchised outlets in 23 states. I named the plan Bonzai and Blitz Marketing. Yes, Bonzai is spelled incorrectly. Bonsai is t

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

he correct spelling for the plant and to this day I do not know the actual spelling for the Japanese Battle Call, but I do know how to say it and what it means to our team. I have never been a champion speller and I liked the pizzazz in the Bonzai spelling with the “Z” much better. Below is a strategic outline we used in setting up our target markets and then grid’ing the area out and then

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ttacking that market to win customers to what we believe is the best service in the world.

I would advise anyone who is serious about winning market share and dominating their market area to review this outline. First; print out this article and modify the outline to fit your business, our business is a mobile car wash and different than yours. Then once you have the outline most resemblin

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

g your exact business model then put a paragraph or two to each item. Calculate how you will achieve each of the lettered and numbered items, quickly and efficiently as you position your team to win. Then take this a rough draft of your new grass roots marketing plan. Next; type it up double spaced and tightening it up then put it in a safe where no one can find it. War planners throughout

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

istory and political planners do this to win. If you really want to win in your business whether you are in small business or run a multi-state operations with hundreds of outlets you will still need to get down and dirty and take the fight to the enemy with a team worthy of strength of character and resolve.

BONZAI AND BLITZ MARKETING

I. PRE-SCOUT INFORMATION GATHERING

A. Computer Da

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

a And Mapping

1. ESRI (Geographic Information System)

a. ARC/INFO And PC ARC/INFO

b. ARC DATA

c. ARC VIEW

d. ARC CAD

e. ARC CITY

f. ARC USA

g. Business Map

2. Mapping Programs

a. Delorma (Phone Search USA)

b. Rand McNally

c. AAA Street Finder

d. Select-A-Map

B. Business Lists (PRO CD And Power Finder)

1. Industries

a. Aircraft

b. Trucking

c. Bus

d. Rail

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

road

e. Corporate

f. Governments

g. Automotive

h. Construction

2. Programs Used (CD ROMs)

a. Select-A-Phone

b. 16 Million Business Listings

c. Phone Disk Business

d. Power Finder

e. Yellow Page Listings (CD ROM)

C. Fax Listings

1. Trading

2. Buying

3. Programs

a. Fax Book

b. PRO CD FAX

D. E-Mail Addresses

1. E-Mail Yellow Pages

2. E-Mail Search By City

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

E. Data Information Services Which Support Windows 95 & NT

1. Maps Etc., Inc.

2. Blackburn Services Company

3. Data Map, Inc.

4. ETAK Map, Inc.

5. National Research Bureau

F. Data Information Downloading

1. City Home Pages On The Internet

2. Chamber Of Commerce

a. Home Page

b. BBS Bulletin Board

3. Thompson Site Selection Research, Inc.

4. Urban Decision Systems

5

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

. Equifax National Decision Systems

G. Data Information Services Which Support ESRI-GIS

1. Wessex Inc.

2. ETAK Map, Inc.

3. Business Location Research

4. Information Research, Inc. (Infoscan)

5. Maps Etc., Inc.

6. SMI-Auto Facts

H. Feasibility Studies

1. Blackburn Business Services

2. SMI-Auto Facts

3. SMI-Afflence/Net Worth

4. Claritas “Clout”

5. Market Statistic

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

, Inc.

I. Data Charting

1. Census Data (Tiger Files)

2. Census Tracts

3. Zip Plus Four Coding Areas

4. Traffic Studies

5. DMV Reports/Demographics

II. DRIVE THROUGH CITY, THREE TO FOUR HOURS

III. PRE-SCOUT PROSPECTIVE FRANCHISEE MEETING

IV. BONZAI MARKETING

A. Send Scout

1. Survey Area

a. Identify Retail Centers

aa. Travel Agencies

ab. Hair Salons

ac. Small Reta

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

l Shops

ad. Insurance Offices b.

Office Complexes

aa. Multi-Tenant Buildings

ab. Single Company Stand Alones

c. Industrial Areas

aa. Manufacturing

ab. Small Truck Fleets

ac. Distribution Companies

ad. Railroad Tracks

ae. Warehouses

af. Material Yards

d. Chamber Of Commerce Visit

aa. Directory

ab. Community Lists (Rotary, Kiwanis, Elk, Lions, etc.)

ac. Board Mem

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

bers, Directors, etc.

ad. Maps (10)

ae. Offer Assistance

e. Airport?

f. Military Base?

g. Large Government Buildings

2. Visit City Hall

a. Planning Dept.

b. Business License Dept.

c. Administration Dept.

aa. Gather Demographic Information

ab. City Resources

ac. City Clerk About Politics Of Town

d. Purchasing Dept.

aa. Who Cleans Graffiti

ab. How They Wash Vehi

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

les

ac. Sidewalk Cleaning

3. Large Companies/Government Agencies With Fleets

a. Trash Company

b. Federal Express Office

c. U.S.P.S.

d. U.P.S. Terminal

e. Cement trucks

f. Train Depot

g. Trucking Companies

h. Highway Patrol Office

i. Railway Depot

j. Cal Trans

k. Utility Companies

l. Bus Company Terminal

m. Park Districts

n. Cab Companies

o. Rent-A-Car Comp

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

anies

p. Police Dept.

4. Locate A Domino's Pizza Store

5. Locate Kinko's Copy Center

6. Possible Co-Op Advertisers

a. Tanning Salons

b. Karate Studios

c. Health Clubs

d. Dinner Restaurants

e. Printing Shops

7. Find Cheapest Hotel Room

8. Get An Industry Guide For Area

9. Phone Book (Acquire)

10. Categorize Residential Areas

a. Apartment Complexes

b. Condos

c.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ingle Family Complexes

d. Gated Communities

e. Upper Middle Class Areas

11. Nearest College Or University

a. Labor Pool

b. Future Franchisees

c. Flyer Distributors

B. Scout Compiles Information

1. Make Story Board With Map Of Area

a. Outline Commercial And Residential Areas

b. Define Target Areas/Hot Spots

c. Label Highest Profit Areas To Be Hit

2. Make Data Base Of:

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

a. VIP's, Mayor, Chamber Members, Directors, Community Members, Club Presidents, etc.

b. All Businesses, Industry Guide, Yellow Pages, etc.

c. Chamber Businesses

d. Potential Accounts: Trucking Companies, Government, Rent-A-Car

e. Fax Data Base Shell

3. Data Labor Pool Base

C. Associates Arrive With New Franchisee

V. BLITZ TIME

A. Round Up Resources

1. Students (4) Walk B

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

usiness Districts

a. Gather Business Cards With Fax Numbers

b. (4) Car Wash Truck Wash In #1 Highest Profit Area

c. Team Meeting

2. Second Day - Acceleration

a. Students Hit Coffee And Donut Shops

b. Moms Dropping Kids At School At 8am

c. Office Complexes, More Fax Numbers

d. Four Major Restaurants For Business Lunches

e. Lance Goes On A Mission

aa. City Business License

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ab. Meeting With Chamber Of Commerce

* BBS Board System

* Crime Watch

* Fax Data Base

* Join Chamber

* Grand Opening Data

* Car Wash Coupons

* Volunteer

ac. Phone Calls

* President Of All Clubs

* Politicians

* Competitors

* Tentative Sales Calls To Government Agencies

ad. Board Of Realtors

* Coupons

* Join - Add On Computer

3. Day Three - Saga Continues

a. Students Hi

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

t Phone Booths

b. Bulletin Boards

c. Realty Offices (Boxes)

d. Grocery Stores

e. Restaurants

f. Park And Rides

4. Day Four - Big Parade

a. Students In Cars With Signs

b. Cash Wash Trucks

c. Driving Through Shopping Centers

d. Driving Through Business Complexes

e. Driving Through Colleges

f. Grocery Stores Everybody

g. Students Leave 6pm

5. Fax List Complete

6.

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

Lance And Franchisee Sit Down And Bid Fleet Accounts By Fax And By Mail

7. Day Five - Start Corporate Employee Program

Expert and Franchisee

8. Lance And Computer Person Set Up System

9. Media Blitz - Corporate Washing, Fundraisers, Follow-Up Press Releases

10. Inserts In Newspaper. - We're Done

B. Throw A Party

C. Scout Any Competitors And Route Days

(Make Data Base Of This

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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In just 7 simply dynamic steps you can brand your online business with a recognizable BRAND that will get you noticed. People will be spouting your keywords, impacting your market with highly targeted traffic in a matter of days if you follow my guidelines and get your BRAND out there in the public eye. If tatooing it on your left butt cheek isn't an option, you'd better learn a better way - find it here.

Procrastination and finding excuses not to do things is becoming a modern pastime. Procrastination is one of the worst enemies of the entrepreneur, while making excuses and being an entrepreneur are mutually exclusive. Now's the time to take action to implement that idea or achieve those goals, ready or not...

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