Challenge:
The founder of Benevolink had a unique vision: to change the model for corporate philanthropy. He saw an opportunity to launch a company that would empower consumers to influence corporate giving, while enabling corporations to earn their loyalty. The Benevolink management team wanted to do everything possible to ensure a successful business launch. They asked for deep analysis and a detailed launch plan that would help them successfully bring this new company to market.

Rand Inc. Solutions:
We began by getting a clear picture of the management team's vision. From the business model to the spirit of the brand, we needed to create a foundation for the launch plan. Were there gaps in the numbers? Were there additional areas of opportunity? We met with the corporate giving officers of several corporations to ensure that the go-to-market strategy would be relevant to their needs. We also did an extensive market analysis, with intensive research, to help establish the framework for the brand and its position in the market.

Once the branding work was established, we produced a comprehensive communications plan that addressed all aspects of the company's marketing — at launch and through the next two years. Timelines, budgets, revenue projections, multiple communication channels, and tactics to reach multiple targets were all included in this plan.

Results:
Benevolink has secured dozens of retail partners and gained a strong foothold in the market. Going from a founding team of seven people, the company has already grown to 30 employees. The team continues to use the data and tools that Rand Inc. developed to guide its marketing efforts as it brings its vision to a growing community of consumers and business partners.