NDL%20final

NDL final - Adam Perry ENGN 1930X Final Exam NDL National Demographics Lifestyles has the potential to revolutionize the marketing list industry by

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Adam Perry May 13, 2008 ENGN 1930X Final Exam: NDL National Demographics & Lifestyles has the potential to revolutionize the marketing list industry by compiling a database that is both larger and more informative than existing marketing databases. NDL’s progress to date, however, has been hampered by key misjudgments in its early years. NDL’s founders believed that the strength of the idea would propel NDL to profitability with very limited funding, an assumption that proved to be incorrect. Additionally, NDL underestimated potential delays in scaling up and selling their product, and is stuck with a key partnership that keeps costs high without providing significant value. People: NDL has a relatively strong team based around founder and president Jock Bickert. Bickert had experience with collecting demographic and lifestyle data for fourteen years, but he found that the system for collecting this data was inefficient. He also had an extensive background in market research, having started his own research consulting firm. These experiences gave him insight into the market that NDL would address. Bickert continued consulting to finance NDL and keep his idea alive in the early years, showing both patience and dedication to the concept. Finally, in 1977, Bickert brought Rob Johnson into NDL to start moving forward. Johnson had an MBA and had experience working in marketing for IBM, where he gained experience selling products to large organizations. This experience likely helped
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Rob with his future task of convincing manufacturers to include NDL’s questionnaires in their products. Marketing experience would also be useful to convince list customers that NDL’s lists were better than the alternatives. Johnson had not, however, worked for a startup, and he had no experience with lifestyle and demographic research. Opportunity: Jock Bickert recognized a potentially enormous opportunity. The market for targeted mailing list rentals had nearly doubled from $2.8b in 1970 to $5.4b in only three years. NDL’s lists could be highly targeted to interested consumers, creating more value for NDL’s mailing list rental customers and enabling NDL to charge a premium. Additionally, NDL could gain access to a large number of people to include on its lists by sending questionnaires out through manufacturers. These manufacturers would pay a small fee to use NDL’s services, and would gain valuable information about their own customers. Finally, if NDL succeeds in developing a national, highly targeted database, competitors will be unable to duplicate NDL’s success, because creating a new database will take significant investments of time and money, and new competitors will have to market inferior lists since NDL will have already developed a nationwide database.
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This note was uploaded on 06/13/2008 for the course ENGN 193 taught by Professor Warshay during the Spring '08 term at Brown.

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NDL final - Adam Perry ENGN 1930X Final Exam NDL National Demographics Lifestyles has the potential to revolutionize the marketing list industry by

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