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Case Studies:
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Case Study #1: P&J was founded in 1970 by Jerome Beaulieu when he left a local linen company and decided to start his own business. The company has grown over the years to become the leading local provider of entrance and specialty mats in the Southeastern Massachusetts region. The company is an independently owned family-run business competing against very large and aggressive national competititors. P&J is currently operated by the founder's sons Marc and Matt Beaulieu and son-in-law Rob Filloramo, who carry on the P&J tradition of loyalty and careful attention to both their employees and their customers. In the summer of 1994, the owner's turned to Bejtlich and Associates for assistance in creating a comprehensive business plan. "We have always done pretty well, but it occurred to us that if we wanted to really grow, we needed some outside help and perspective" according to Marc Beaulieu, P&J company president. Also, "We definitely needed some new state-of-the-art equipment and there was no way the bank was going to assist us with needed funding without a solid plan behind us" commented Matt Beaulieu, Vice President and Operations Manager. To begin the engagement, Mike interviewed key members of the 14-member workforce, observed all operational activities and even accompanied drivers on their deliveries. This allowed Bejtlich & Associates the opportunity to understand first-hand what the company's challenges were, especially regarding meeting their customer needs and dealing with significant competitive challenges. "Mike talked to everyone hear at P&J-he got to know us and our customers pretty quickly" according to Rob Filloramo, Vice President and Director of Marketing. From the outset, it was clear that there was amble room for some key marketing-related improvements, starting with the name of the company. While the company name and logo were familiar sights for many in the community, few really understood the business or connected the name of the business with the work performed. "Eventually, we decided with Mike's help, to change the name from P&J Rug Rental, Inc. to P&J Services, Inc. since our marketing strategy called for diversifying into other product and services areas anyway." "Mike also helped us to trademark our logo You can walk all over us!" this was something we never seemed to get around to taking care of..." During the fall of 1994 a comprehensive business plan was completed that allowed P&J to arrange the necessary financing to purchase much-needed equipment for their new facility based in New Bedford. The plan was first reviewed by Cliff Robbins, Senior Counselor with the Small Business Development Center based in Fall River, Joe McCardle, an accountant with Davis, Benoit and McArdle based in Marion and Chris Richards, Vice President of Lending with the Community Bank. "The plan was so strong, it enabled us to refinance our entire debt package with The Community Bank in time to take advantage of very favorable tax treatment since we were able to install our equipment by year end." In addition to helping establish a relationship with a new banker, Bejtlich & Associates also arranged for a transition to a new accountant, Joe McCardle, from Davis, Benoit and McCardle. Mike also brought in Cliff Robbins from the SBDC, who helped validate suggestions for a revised marketing strategy including focusing on a more diversified product line, more emphasis on upselling, and more direct involvement by the owners in training, selling and retaining customers. Next came new business cards, a revised brochure and an initial website to better articulate, coordinate and reinforce the P&J message. All promotional material development arrangements were made by Bejtlich & Associates. P&J Services still retains Bejtlich & Associates for occasional special projects and monthly budget review meetings to ensure that the company is on track with its business plan. |
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