The company had relied heavily on the sale of one product through their initial stage of growth. This resulted in limiting their revenue growth opportunties. We created several additions to the product portfolio, including a lower-cost version for entry-level DJs, and a new product design to address home and mobile worker ergonomics. In addition, we successfully launched a range of new color options, creating a “collectibility” factor with our most enthusiastic customers, resulting in a significant boost to customer lifetime value.

When we started the turnaround, the company had been selling exclusively through music equipment distributors world wide. We implemented a direct-to-consumer ecommerce strategy, created a web store, and added sales through Amazon and eBay. Wholesale distribution in the US was replaced with a rep to sell to retail chains, and smaller accounts were enabled to buy directly through a wholesale web account. Using this omnichannel approach enabled the company to return to positive cash flow with better profit margins.