Craig Elderkin & Associates

We can help take your business to the next level. Craig Elderkin & Associates can improve your business planning and execution. We work with you and your team on strategy, marketing, financial management, and organizational issues with proven tools and techniques. Business Strategy Getting your strategy right is critical to growth. A clear strategy illuminates the competitive landscape, unmet customer needs that you can best satisfy, and competitors you must beat to build your business. Business Plan The business plan is the prime communications, marketing, and sales device for staff, customers, and particularly investors. As a fund-raising tool, your main challenge is articulating cogent arguments for why highly rational, yet very emotional investors should entrust their funds to you. Marketing Strategies Successfully going to market requires clear-eyed understanding of your target customers, including how to reach and persuade them to do business with you. A concise marketing plan focuses scarce marketing and sales resources and honestly tracks and evaluates results. Economic Value Added Most companies' accounting systems cannot be used to analyze true economic performance. Understanding actual costs and profits using activity-based costing techniques can lead to reduced expenses, improved pricing, proper sales incentives, and better distributor management. Organization Redesign Your company's organization should be designed to implement your business and marketing strategies. You have several levers to redesign your company - structure, job descriptions, high-impact management processes, culture, and your own leadership. Commercialization Plan Review Growing a new technology or product into a viable business is fraught with risk. A valuable commercialization plan is focused on very precise segments, product set, marketing, and sales coupled with the flexibility to quickly learn from market reaction and adapt.