Survey Masters Case Study Only

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9-107-061 MARCH 8, 2007 WILLIAM J. BRUNS Survey Masters LLC Natalie Patel and Carlos Lopez met while studying statistics together at Northeastern University in Boston. After graduation Patel had accepted a position with the largest independent marketing research firm in the United States, and Lopez went to work for Progressive Insurance outside Cleveland as an actuary. At their tenth class reunion in 2003 they met again. Each was somewhat unhappy in their current job, and both wanted to return to the Boston area to live. A casual conversation turned to something more serious as they discussed leaving their jobs to start a marketing research survey consultancy in the Boston area. Survey Masters was founded as a partnership early in 2004. The business plan Natalie and Carlos had written called for the new company to offer specialized surveys to companies that did not have internal marketing research staffs. Through hard work and some good luck in the strong economies of 2005 and 2006, the company had grown to employ ten professionals including the partners by the end of 2006. Revenues were approaching $3 million and income for 2006 was $600,000. Loans taken to fund the early days of operations had all been repaid. The company focused on conducting surveys of consumers of existing and new products and services sold by manufacturers, distributors, and consultants. Data was collected and analyzed to provide information about demand, pricing, design, distribution channels, and delivery systems. A typical project ended with a report prepared for and delivered to the client who had contracted for the work with Survey Masters. In 2006, the company had completed 120 projects. An income statement in rounded numbers for 2006 is shown in Exhibit 1. The Marketing Research Survey Process Survey Masters typically used a three-phase process in designing and conducting

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