Morton Buildings desired to expand their near national presence ($300MM) to include the west coast of the United States. Dean Kauthen was brought on board because of a highly successful track record of doing a similar expansion for a competitor.
The task was to develop a business plan, and expand into the greenfield markets of the west coast. Dean wrote and executed a business plan, launched a demographic based marketing campaign which resulted in hundreds of leads, and set up a California based sales team.
The result was over $300,000 of sales, and over $1 million of quoted backlog in a 4 month period.
· Led sales and marketing efforts to achieve more than $300,000 of sales in 4 months, and over $1 million in quoted backlog.
· Developed, authored, and implemented western expansion business plan.
· Created a direct mail drip campaign to the target demographic in California. Directed art, mail piece, and pricing structure efforts with respective departments.